Motorcycle Racing Moves Forward With Toyota's Multi-Year, Multi-Series Sponsorships
Toyota joins the Supercross, Motocross and Arenacross Family in 2006
TORRANCE, Calif., Nov. 21 -- Toyota is jumping full bore into one of America's fastest growing sports -- motorcycle racing -- becoming a multi-year sponsor of several leading series starting with the 2006 racing season.
The company will become the title sponsor of the AMA Toyota Motocross Championship presented by FMF and Toyota AMA National Arenacross Series. Toyota also will be the official vehicle of the Amp'd Mobil Supercross Series and support the K&N Filters presents BooKoo Arenacross Championship Series.
"The truck market continues to be a major growth opportunity for the auto industry and trucks and motorcycle racing go hand-in-hand," said Brian Smith, TMS corporate manager, truck operations. "The average motocross fan is about 23 years old and about 75 percent have a pickup truck in their household. This is where truck customers go and it's what they're doing and Toyota wants to be part of their activities and their interests."
The sponsorships mark the next step in Toyota's efforts to reach motorcycle and action sports enthusiasts. Toyota currently is the presenting sponsor of the International Motorcycle Shows and a founding sponsor of the inaugural Dew Action Sports Tour and beyond. These current sponsorships and programs will continue for 2006.
Even before Toyota joined as sponsors of these programs Toyota realized the opportunity the motorcycle industry offered. For the launch and sustaining support of the Tundra and Tacoma trucks, Toyota partnered with Yamaha to build the "Yamahauler" Tundra Double Cab concept truck and worked with freestyle motocrosser Nate Adams for 2005 Tacoma marketing activities including the Dew Action Sports Tour and Tacoma brochure.
The sponsorships of the Amp'd Mobil Supercross Series, AMA Toyota Motocross Championship presented by FMF and Toyota AMA National Arenacross series provide Toyota with visibility at more than 75 events across the country, reaching more than 2.5 million attendees. Television event coverage for all sponsored events is provided by CBS, NBC, USA Network, The Outdoor Channel and Speed Channel.
Additional marketing and public relations programs developed and executed by Toyota will accompany each of the sponsored racing series and will be announced in early 2006.