SBJ/March 6-12, 2017/Marketing and Sponsorship

Toyota becomes first in-ice sponsor of Golden Knights

The Vegas Golden Knights have signed a three-year partnership with Toyota, making the automotive company their first in-ice sponsor ahead of their launch later this year.

The deal will make the Southern Nevada Toyota Dealers Association the preferred automotive partner of the team in the non-luxury category, and includes branding elements throughout the bowl at T-Mobile Arena, including two dasherboard signs, Zamboni wrap and the in-ice logo, one of the highest-priced sponsor positions with NHL clubs.

Michael Mungiello, the team’s vice president of global partnerships, said that revenue from the deal compares to competitive deals in other NHL markets of the same size, declining to comment further. The team is in discussions with several companies about the remaining three in-ice positions, Mungiello said.

In addition, the dealers association will activate alongside the team in Southern Nevada, providing a Toyota Siena for the team to use at its youth hockey, education and community outreach programs, as well as offering Golden Knights-related prizes for fans who test drive cars. Toyota is a sponsor of 13 other NHL teams.

Mungiello said the team expects to complete more deals in the coming months ahead of its inaugural 2017-18 season, including a naming-rights deal for its practice facility, on which it broke ground in October.

The Golden Knights have been approaching the market looking for deals without a lot of exclusivity, Mungiello said, as the team believes in its ability to speak to local, national and international audiences.

“This is a global city, and while the major traction for us is going to always be local, I see national brands in play for us, and given our global reach, international ones as well,” Mungiello said.

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