Running Wild: Toyota Renews Sponsorship Of Rock 'N Roll Marathon Series For '16

Toyota has renewed its sponsorship of the Rock ’n Roll Marathon series for '16, Competitor Group Inc. announced at the series stop in Dallas yesterday. Along with exclusive rights in the auto category, Toyota retains title rights to the Toyota Rock 'n Roll Concert Series, the finish line concert that counted Kid Rock and Rascal Flatts among its headliners in '15. The deal is a one-year extension of an agreement first reached a year ago, which ended a four-year drought in the auto category for the 30-race series. Financial terms were not disclosed. Toyota will activate in part by offering test drives to runners during the two-day expo that precedes each tour stop. Saatchi & Saatchi negotiated the deal on Toyota’s behalf with Competitor Group Senior VP John Smith. Other race series sponsors at the Toyota level include Gatorade, Brooks, PowerBar, Westin Hotels and Michelob Ultra.