March 16, 2005
Toyota in basketball marketing partnership
New York, New York – Toyota has reached a new multi-year marketing partnership with the National Basketball Association and the Women’s National Basketball Association to focus on enhancing brand affinity among the league’s fan base. The partnership will feature ways to showcase Toyota vehicles, enabling consumers to “experience” product lines through branded entertainment in NBA media and events.
A highlight of the partnership will be a new NBA Finals-based television series that is expected to air on NBA TV this spring. Toyota will receive product integration and maintain a branded feature on the television program and a corresponding Web site.
Toyota will showcase new vehicles at several marquee NBA events, including the All-Star, Playoffs, The Finals and the NBA Draft; the 2006 NBA All-Star Game will take place at the Toyota Center in Houston, Texas. The company will also go “on the road” as the Official Vehicle of NBA Rhythm ‘n Rims, an interactive basketball and live music tour which will reach one million fans across the U.S.