Toyota Motor Sales USA, Inc. is maximizing its partnership with the National Basketball Association through the launch of the league’s 2006 Finals Trophy Tour to five military bases in the U.S. heartland.
The tour, which kicks off on May 13 at an Air Force base in Nebraska, will provide NBA finals-themed experiences to military personnel while connecting them with Toyota Tundra, RAV4 and Camry brands.
A fleet of the vehicles will be present at each stop and will be wrapped with NBA playoffs, finals and Support Our Troops messaging.
“Our military men and women face some of life’s most difficult situations in service to our country,” said Don Esmond, Toyota’s senior VP in a statement. “We appreciate their dedication and commitment, and we’re glad we can help bring some fun and excitement to everyone at these five bases through the NBA experience.”
The tour will include a specially designed Toyota Tundra called the “Trophy Mobile” which will have a slot to hold the Larry O’Brien Trophy, the acclaimed prize of the NBA championship team. The NBA finals began Saturday.
“We wanted to bring the NBA experience to our military bases around the county and have military personnel interacting with Toyota vehicles in unique and different ways,” said Mark Tatum, senior VP-marketing partnership NBA, New York City. “It’s a way of thanking and honoring military personnel for giving to our country.”
Autograph signings with NBA players and legends, basketball dribble and shoot out competitions and opportunities for participants to measure their height against NBA players will be a part of the tour.
Toyota’s partnership with the NBA began in the league’s 2004/2005 season. The Torrance, CA-based automobile maker activates its sponsorship in the NBA All-Star, the NBA Playoffs, the NBA Draft, Rhythm ‘n Rims Tour and the series Toyota’s Moving Forward Moments on NBA TV.
The NBA handles the tour elements in-house. Each military base will promote the tour’s schedule.
In a separate development, Major League Gaming said recently that Scion, a Toyota vehicle, will be a sponsor of the league’s 2006 season and will be an exclusive automobile partner for the MLG Pro Circuit and the MLG Pro Invasion Bus Tour, which travels the country to find the next generation of pro gamers.
In addition, Scion is offering an xB Release Series 3.0 as a prize to the “Scion Player of the Year,” a competition to choose the most improved pro gamer of the 2006 Pro Circuit.
Toyota established its U.S. operations in 1957 and its current investment is valued at more than $13 billion.
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