SBJ/June 19-25, 2017/Olympics

Toyota expands its USSA deal

Toyota is expanding its relationship with the U.S. Ski & Snowboard Association, replacing Audi as the official auto and mobility partner of the national ski team.

In December, the automaker acquired title sponsorship rights to the U.S. Grand Prix, an Olympics qualifying tour for freeskiing and snowboarding, and became the official partner of those teams. But Audi had rights to the ski team until the end of the 2016-17 season.

Financial terms of adding the ski team were not disclosed. The extension means that Toyota will have a presence at the U.S. Alpine Championships and domestic World Cup events across all sports overseen by the governing body. Toyota also will put its logo on the uniforms of the alpine, freestyle and cross country teams.

“Adding the U.S. Ski team to the mix for this season, especially heading into the Olympic Winter Games in Pyeongchang, is very exciting,” said Ed Laukes, Toyota’s group vice president of marketing.

Toyota is in the first year of an eight-year, $835 million global sponsorship of the Olympics. Audi remains a partner of the International Ski Federation.


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