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Mar112010

Toyota Renews NFL Marketing Deal With Peyton Manning's Indanapolis Colts

Colts' owner Jim Irsay (L), Andy Mohr of the Indiana Dealers Assn. and Colts cheerleaders celebrate the new deal. (Photo: Colts/Toyota/PRNewswire)March 11, 2010: Given its current situation regarding massive recalls and challenged public opinions, Toyota is seeking any silver lining amidst the clouds. The beleaguered automaker has found one, unveiling a three-year extension to his alliance with the NFL's Indianapolis Colts.

The deal maintains the automaker's status as "official vehicle" of the Colts. Led by quarterback Peyton Manning, the Colts won the AFC championship this past season but lost in Super Bowl XLIV to the New Orleans Saints. The contract  expires at the conclusion of the Colts' 2012-13 season. Financial terms were not disclosed.

Under terms of the deal, Toyota vehicles will be displayed at all entrances to Lucas Oil Stadium, home of the Colts, as well as a special Toyota Zone seating area in the stadium's Northeast corner. Promotional elements of the program include sponsorship of the starting line-up announcements, as well as Tri-vision, Jumbotron and concourse signage. Toyota ads will also be aired during the full season on radio and pre-season on TV.

Toyota said it has a large manufacturing presence in Indiana, with a plant in Princeton (Gibson County) that produces the Highlander, Sienna and Sequoia. The Toyota Camry is assembled in Lafayette by SIA.

"Our Central Indiana Toyota dealers are excited to be extending this partnership with the Indianapolis Colts," Michael Rocco, GM of Toyota's Chicago region, said in a statement. "This past season was fantastic for Toyota because we were given the opportunity to promote our world-class vehicles and manufacturing presence in the state of Indiana, while supporting the Colts' historic march to the Super Bowl."

According to Jim Irsay, Indianapolis Colts Owner and CEO, "We are absolutely thrilled to extend our partnership with Toyota. We take pride knowing that Colts fans are helping manufacture several Toyota models right here on our home turf in Princeton and Lafayette, Indiana."

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