Toyota Inks Founding Sponsorship Deal At Renovated Daytona
Toyota today announced that it has signed on to become the first of four founding sponsors at the renovated Daytona Int'l Speedway. The 11-year deal gives Toyota naming rights for one of five entrances to the venue and extends its sponsorship of seven other ISC tracks. Sources valued the deal at $6-7M a year. The sponsorship begins next year, a year before Daytona’s $400M renovation is completed. When the renovation is done, Toyota will have video signage on the exterior of its entrance, as well as Toyota branding and cars inside the 20,000-square foot entry space.
Toyota VP/Marketing Communications & Motorsports Ed Laukes said that Daytona’s plans to host college football games, soccer and other events was a major draw for Toyota. Daytona and ISC staff first pitched Toyota in November '12. Over subsequent meetings, they worked on design and displays that could be inside the entrance space. Toyota announced its deal today at the Chicago Auto Show, the same place the company in '03 announced plans to enter NASCAR. Toyota also serves as an official partner of the Daytona 500 and will receive official pace car rights in '15.