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Marketing and Sponsorship

Toyota Adds Wagner, Jacobellis, Ligety To Pyeongchang Marketing Campaign

Toyota has selected 14 new athletes to lead its global Olympics campaign in the U.S., joining five previously chosen ambassadors to help the automaker begin to expand its reputation beyond cars. The athletes will play a role in “Start Your Impossible,” a campaign running in 40 markets that will connect their stories of overcoming odds to Toyota’s products that help people become more mobile and independent. It is the company’s first campaign to not focus on cars. Toyota this year became the Olympics’ first worldwide sponsor in the mobility category, a designation that includes cars but also includes technology to help people with limited mobility manage their day-to-day activities better. Toyota does sell those products, but Toyota North America Group VP/GM Jack Hollis says this is primarily a brand play for a company, currently best known as an automaker, that wants to diversify its identity. “This is not just a product expansion, but a full brand expansion,” Hollis said. Toyota tonight on NBCSN will air the first of 10 creative spots developed by Tokyo-based Dentsu and L.A.-based Saatchi & Saatchi. At a ceremony in Tokyo today, the company signed a separate deal to become a global sponsor of Special Olympics Int'l, not related to the IOC.

NEW TEAM TOYOTA MEMBERS
ATHLETE
SPORT
J.R. Celski
Speed Skating
Elena Hight
Snowboarding
Lindsey Jacobellis
Snowboarding
Stephanie Jallen
Paralympic Alpine Skiing
Hailey Langland
Snowboarding
Ted Ligety
Alpine Skiing
Oksana Masters
Paralympic Nordic Skiing/Biathlon
Alana Nichols
Paralympic Alpine Skiing
Steven Nyman
Alpine Skiing
Rico Roman
Paralympic Sled Hockey
Evan Strong
Paralympic Snowboarding
Sugar Todd
Speed Skating
Danelle Umstead
Paralympic Alpine Skiing
Ashley Wagner
Figure Skating
CURRENT TEAM TOYOTA MEMBERS
ATHLETE
SPORT
Gus Kenworthy
Freeskiing
Chole Kim
Snowboarding
Amy Purdy
Paralympic Snowboarding
Louie Vito
Snowboarding
Torin Yater-Wallace
Freeskiing

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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