USATF announced, on January 2, 2019, a sponsorship with Toyota. Toyota is building towards its Olympic involvement in 2020. The USATF release is below and the Toyotal release is right here.
What does this tell us? That the USOC and Olympic sponsors recognize USATF as one of their top medal producers. Toyota picked several US sport federations with which to partner in 2020.
USATF and Toyota ink partnership agreement through 2020
INDIANAPOLIS — Toyota has joined the USATF sponsorship family as USATF’s exclusive vehicle and mobility partner, USATF announced today.
Toyota will be active at USATF’s most high-profile events, serving as title sponsor for the 2019 and 2020 USATF Indoor Championships in New York and the 2019 USATF Outdoor Championships in Des Moines. Toyota also will have prominent activation at the 2020 Olympic Team Trials for Marathon and Track & Field.
“Team USATF and Toyota are natural partners as the world’s number one track & field team and the most valuable car brand,” said USATF CEO Max Siegel. “Excellence, performance and innovation are synonymous with our brands and we are thrilled to engage with such an iconic company in Toyota.”
“We couldn’t be more excited to be kicking off our partnership with USATF, an organization with a long history of success and commitment to excellence,” said Toyota Olympic and Paralympic Marketing Group Manager Dedra DeLilli. “As one of the most popular participatory sports in the United States, USATF has cultivated a large and engaged fanbase and a significant social media following, all while delivering strong grassroots programs as well as one of the most-watched events on Olympic broadcast. Toyota is looking forward to partnering with USATF to communicate our shared values, highlight the inspiring stories of Team USATF athletes, and collectively help advance track and field in the U.S.”
The partnership reflects the growing influence of social media as Toyota will be presenting sponsor for several innovative social media efforts, including behind-the-scenes video content. USATF has over 1M followers on its social platforms.
Toyota is USATF’s fourteenth new USATF partnership announcement since 2012 under CEO Max Siegel.
About USA Track & Field
USA Track & Field (USATF) is the National Governing Body for track and field, long-distance running and race walking in the United States. USATF encompasses the world’s oldest organized sports, some of the most-watched events of Olympic broadcasts, the country’s #1 high school and junior high school participatory sport and more than 30 million adult runners in the United States. For more information on USATF, visit www.usatf.org.
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 36 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 47,000 people (more than 37,000 in the U.S.). Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold more than 2.7 million cars and trucks (2.4 million in the U.S.) in 2017 – and about 87 percent of all Toyota vehicles sold over the past 15 years are still on the road today.
Through the Start Your Impossible campaign, Toyota highlights the way it partners with community, civic, academic and governmental organizations to address our society’s most pressing mobility challenges. We believe that when people are free to move, anything is possible. For more information about Toyota, visit www.toyotanewsroom.com.