The Northern California Toyota Dealers Association has agreed a multi-year, multi-million dollar deal with San Francisco 49ers to become the exclusive auto partner of the American football team and its new Levi’s Stadium from the 2014 NFL season.
Under the agreement, Toyota gains title sponsorship of the stadium’s northeast entrance gate. The Toyota Plaza will boast extensive Toyota signage and vehicle exposure.
Toyota’s brand will also be associated with 49ers touchdowns, with ‘Toyota Red Zone’ flashing across screens at Levi’s Stadium anytime the team’s offense gets beyond the 20-yard line.
The 49ers have already sealed partnerships with Yahoo, PepsiCo and New York investment firm BNY Mellon in relation to its move to Levi’s Stadium.
Toyota’s agreement also ties in with the facility’s green agenda, which includes photovoltaic panels that convert solar radiation into electricity and water-conserving plumbing fixtures, as the Japan-based company took hybrid car market leadership with the introduction of its Prius model in 2000.
Jed York, chief executive of the San Francisco 49ers, said: "Toyota has utilised innovative technology to develop groundbreaking sustainable advancements in their industry for years. Together we will present an unparalleled fan experience at the Levi's Stadium."
Henry Hansel, president of Northern California Toyota Dealers Advertising Association, added: “Given the 49ers new home in Santa Clara combines cutting-edge technology that one would expect from Silicon Valley, with an eco-friendly focus uncharacteristic for an outdoor stadium, a partnership seemed like a natural fit for Toyota.”