Toyota Motor Sales USA, the National Basketball Association and the Women’s National Basketball Association have reached a multi-year marketing partnership focusing on enhancing brand affinity among the leagues’ fan base.
The partnership will feature innovative ways of showcasing Toyota vehicles, enabling consumers to experience product lines through branded entertainment in NBA media and via technology and events.
A highlight of the partnership will be the creation of a new television series centered around The Finals, the NBA’s championship series, that is expected to air on NBA TV this spring.
Next season, Toyota will receive product integration in NBA Entertainment-produced programming scheduled to air on one of the NBA’s television partners and in a series of shows scheduled to air on NBA TV. Toyota will also maintain a branded feature on NBA.com and be incorporated into the NBA’s new digital platforms.
Toyota will interact with consumers and showcase new vehicles at several marquee NBA events, including the NBA All-Star Game, the NBA Playoffs, The Finals, and the NBA Draft. It will go on the road as the Official Vehicle of NBA Rhythm ‘n Rims, the league’s annual mobile interactive basketball and music tour that delivers basketball activities and live musical performances to more than 1 million fans around the U.S.
The WNBA will team with Toyota to support the WNBA Read to Achieve program, which features WNBA players promoting the importance of reading to young fans and the creation of reading and learning centers in WNBA cities.
Toyota and its local dealers currently have partnerships with 14 NBA teams and three WNBA teams. Toyota is also the presenting sponsor of ESPN’s NBA Halftime Show on Wednesday and Friday nights.
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