SBD/May 4, 2012/Marketing and Sponsorship

Toyota Renews Sponsorship Of AMA Supercross Series Through '14

Toyota has been the official truck and automobile of Supercross for seven years
Toyota today announced a two-year extension of its sponsorship of the Monster Energy AMA Supercross series, which is owned by Feld Entertainment. Financial terms of the agreement were not available. The Japanese automaker has been the official truck and automobile of the sport for seven years. It currently uses the sponsorship to promote its Tacoma Baja series, but it plans to use it to promote its new Tundra in '13 and '14. Toyota Engagement Marketing Manager Jim Baudino said, "It's one of our core properties that we support from the truck side and it allows us to tap into a unique group of consumers. We're able to embrace that whole supercross community, and every year we've continued to benefit." Toyota this year built a national ad campaign for its Tacoma Baja series truck that featured supercross riders from Joe Gibbs Racing's team. Feld Motor Sports COO Ken Hudgens said, "Toyota's been a partner of ours for a long time. They're really invested. They're an active, vibrant, engaged sponsor. Combined with the Monster Energy renewal from a while ago, we have two of our most important sponsors firmed up with extension now and that makes the whole program more solid."
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