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Toyota expands US Ski & Snowboard partnership after rebrand

Japanese automotive manufacturer Toyota has expanded its partnership with the US Ski and Snowboard Association shortly after the national governing body announced that it has changed its name to US Ski & Snowboard.

Terms of the deal were not disclosed, but it was confirmed that Toyota will serve as the official automotive and mobility partner of US Ski & Snowboard.

The expanded agreement will grant Toyota a presence at a number of US Ski & Snowboard events, such as the US Alpine Championships and domestic World Cups across all sports. In addition, the company’s logo will feature on alpine, freestyle and cross country athlete uniforms.

Toyota began its relationship with US Ski & Snowboard last season after stepping in as title sponsor of the organisation’s US Grand Prix.

In the lead-up to the 2018 Olympic winter Games in Pyeongchang, Toyota will also support some of U.S. Ski & Snowboard’s top athletes, including snowboard athletes Chloe Kim and Hailey Langland, and freeskiers Torin Yater-Wallace and Gus Kenworthy.

“Toyota’s first year as a partner of U.S. Ski & Snowboard was invaluable to us as a brand making its initial foray into the Olympic movement,” Ed Laukes, group vice-president of marketing for Toyota, said. “Adding the U.S. Ski Team to the mix for this season, especially heading into the Olympic winter Games in Pyeongchang, is very exciting.”

Confirmation of the new deal comes after the US Ski & Snowboard unveiled its new brand, in an effort to “unite athletes, members and fans”.

In addition to a new name, the organisation will adopt a redesigned shield-type logo that features the country’s flag and the letters ‘US’ on top of a mountain.

Tiger Shaw, president and chief executive of US Ski & Snowboard, said: “The US Ski & Snowboard brand embodies our core values and unites our entire organisation, fuelling a passion for our sports at every level. The single, iconic mark will propel us forward as we continue to grow our sports and strive for athletic excellence.”