By Barry Janoff
February 28, 2017: With barely 12 months to go until the 2018 Winter Olympics in PyeongChang South Korea, Toyota said it is "actively increasing our support for winter sports."
Toyota, which became a global partner with the International Olympic Committee in 2015 (effective in conjunction with the 2018 Games), has signed a multi-year strategic partnership Burton Snowboards.
The alliance begins this week at the 35th annual Burton U.S. Open Snowboarding Championships in Vail, Colo. (now through March 4).
Among other winter-themed moves, Toyota recently became a sponsor for the U.S. Freeski and Snowboard teams and title sponsor for the U.S. Grand Prix.
The new deal names Toyota as the official automotive company for Burton.
The auto company said the partnership would "leverage multiple marketing platforms, including digital, social, events and retail."
"With less than a year to go before our first Olympic and Paralympic Games as a TOP partner in PyeongChang, Toyota is actively increasing our support for winter sports," Jack Hollis, Toyota group vp-marketing, said in a statement. "We look forward to partnering with Burton to continue elevating the profile of snowboarding in the United States, and to support the fantastic athletes who inspire us all."
Toyota said it would "have a large presence" at the Snowboarding Championships, including "an immersive interactive fan experience (with) athlete meet-and-greets, custom chain-stitched neck gators and a special gift for Toyota owners."
In addition, Toyota and Burton both sponsor 16-year-old snowboarding phenom Chloe Kim (pictured above), the 2016 Burton U.S. Open halfpipe champion and three-time X-Games gold medalist.
Among the roster of marketing partners at the Burton U.S. Open Snowboarding Championships are G-Shock watches, Clif Bar, Stoli, Paul Mitchell, 7-Eleven and The Woolmark Co.
More than 100 of the world’s top snowboarders will compete, many of whom are expected to compete for spots in the ’18 Games.
Snowboarding has been an official sport at the Olympics since the 1998 Games in Nagano. For the coming Games, the IOC added Big Air but dropped the men’s and women’s snowboard parallel slalom competition.
Among the nearly dozen snowboarding medal events planned for South Korea are Giant Parallel Slalom (men and women), Half-Pipe (men and women), Slopestyle (men and women), Snowboard Cross (men and womenO and Team Ski-Snowboard Cross (mixed).
According to Anne-Marie Dacyshyn, CMO for Burlington, VT-based Burton, "The U.S. Open is the perfect place to kick off our partnership with Toyota because it really brings our shared brand values to life. Both Toyota and Burton share a love of adventure, the outdoors and going places, and the U.S. Open represents these qualities better than any other event out there.
"We can’t wait to bring the power of our two brands together to amplify our sport, our lifestyle and our riders year round," said Dacyshyn.
Toyota’s current deal with the IOC runs through 2024, which includes the 2020 Summer Games in Tokyo.
IOC top-tier partners also include Alibaba Group, Atos, Coca-Cola, Bridgestone, Dow, GE, McDonald’s, Omega, Panasonic, Procter & Gamble, Samsung and Visa.
Back to Home Page