The Competitor Group, owners of the Rock ’n’ Roll Marathon series, believe that new deals with auto manufacturer Toyota and Internet radio platform iHeartRadio will boost its entertainment footprint in 2015.
Both deals focus on the post-race concerts that Rock ’n’ Roll hosts at each of its 22 U.S. races. In 2014, the concerts featured hip-hop artist Macklemore and rock band Smash Mouth, among other performers.
“Music is a huge part of the Rock ’n’ Roll marathon experience,” said Mark Buntz, senior vice president of partnership sales at Competitor Group. “We’ve been looking for ways to grow the concerts.”
The deal with Toyota gives the automaker title sponsorship status of the 22 concerts. A Toyota vehicle also will serve as the official pace car at the races.
The one-year deal includes an option to renew and was negotiated by Toyota’s advertising agency of record, Saatchi & Saatchi LA. Officials declined to discuss the value of the deal.
The deal ends a nearly four-year drought for Rock ’n’ Roll in the auto category. After Dodge ended its serieswide deal in 2011, Competitor Group signed shorter-term deals with Mazda and Nissan.
Toyota’s portfolio already includes music festivals such as Lollapalooza and Outside Lands, as well as NASCAR and other major sports properties.
“[The deal] ties together two elements that we’re passionate about,” said Jim Baudino, Toyota’s manager of engagement marketing. “We’re going to leverage our experience with the music festivals.”
Full activation details are unknown, Baudino said, but Toyota will promote the Rav4 model at the races. In the past, Toyota’s concert activation has included photo booths inside various test cars and customizable guitar picks, he said.
The deal with iHeartRadio creates a year-round digital radio station that will broadcast the races and concerts live on a Rock ’n’ Roll Marathon-branded Internet radio station. The radio station also will play music and advertisements for the series year-round. Financial terms of the deal were not disclosed.
The deal also makes iHeartRadio the booking agent of record for musical acts at the series’ seven largest races. Previously, the series worked with a patchwork of booking agents to secure acts. Buntz said the series would leverage iHeartRadio’s relationships in the music industry to secure larger acts in 2015.
“Being able to bring top-tier acts and artists to our music festivals is what differentiates us in the market,” he said.
Fred Dreier is a writer in Colorado.
