Toyota Signs As First Presenting Sponsor For NBC Sports Paralympic Games
Wednesday, January 31, 2018 at 12:52AM By Barry Janoff
January 29, 2018: Toyota, a top-tier partner with the International Olympic Committee and the Worldwide Paralympic Partner of the International Paralympic Committee since 2015, as well as with the U.S. Olympic Committee, has added another medal to its Olympic collection, signing as the presenting sponsor for NBC Olympics coverage of the 2018 Paralympic Games, a first for NBC.
Toyota will also be the exclusive auto advertiser of NBC Olympics’ coverage of the Paralympic Winter Games across the linear and digital networks of NBCUniversal.
Financial terms of the pact were not disclosed.
The alliances support and promote Toyota as the IOC’s official Mobility partner, which includes vehicles, mobility services and mobility solutions, as well as Toyota’s first first global campaign,“Start Your Impossible,” with the theme “Providing freedom of movement for all.”
The 2018 Paralympic Winter Games are March 9-18, 2018, in PyeongChang.
The Winter Games are Feb. 8-25.
“Toyota believes that ‘mobility’ goes beyond cars and that freedom of movement should be a basic human right, and we are incredibly proud to support the upcoming Paralympics and Team Toyota athletes,” Ed Laukes, group vp-marketing for Toyota Motor North America, said in a statement.
In conjunction with the Toyota alliance, NBC Olympics said it would present more than 250 hours of coverage across NBC, NBCSN, Olympic Channel: Home of Team USA, NBCSports.com and the NBC Sports app, beginning with the Opening Ceremony on Friday, March 9.
Coverage includes all six Paralympic winter sports — alpine skiing, snowboarding, sled hockey, wheelchair curling, cross-country skiing, and biathlon — spread across ten days.
The 250 hours of coverage includes 94 hours on TV, which NBC Olympics said is the most ever for a Paralympic Winter Games, nearly doubling Sochi 2014 (50 hours).
The 156 hours of streaming coverage will be available via NBCSports.com and the NBC Sports app for desktops, mobile devices, tablets, and connected TVs.
OlympicChannel.com and the Olympic Channel app will also stream the Paralympic content that is televised on Olympic Channel: Home of Team USA.
According to Andrew Parsons, President, International Paralympics Committee, “It is fantastic news for sports fans that NBC, with the support of Toyota, will be showcasing . . . the most comprehensive U.S. coverage to date for a Paralympics . . . underlining the growing appeal and interest in Para sports, especially with the L.A. 2028 Paralympic Games on the horizon.”
Toyota’s global "Start Your Impossible" campaign features more than 100 people from five continents and features a dedicated Web site, Mobility For All. 
Toyota is sponsoring seven U.S. athletes at the 2018 Paralympic Winter Games, including Stephanie Jallen, Alana Nichols and Danelle Unstead (U.S. Paralympic Alpine Skiing), Oksana Masters (U.S. Paralympic Nordic Skiing & Biathlon), Amy Purdy and Evan Strong (U.S. Paralympic Snowboarding) and Rico Roman (Paralympic Sled Hockey).
Toyota is a “Proud Partner” of Team USA; the International Paralympic Committee; U.S. Paralympics Alpine Skiing; U.S. Paralympics Nordic Skiing; and U.S. Paralympics Snowboarding.
“There is arguably no event in the world more inspiring than the Paralympics, and it’s our privilege to tell the captivating stories of these world-class athletes,” Gary Zenkel, President, NBC Olympics, said in a statement.
Without question, our increase in coverage – nearly double the hours televised in Sochi -- would not be possible without the support of Toyota, which has brought to the Paralympics an unprecedented enthusiasm for the event, the athletes, and the mission.”
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