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Toyota expands US winter sports presence with new deals

Japanese automotive manufacturer Toyota has stepped up its backing of US winter sports by partnering with US Figure Skating and US Speedskating, and extending an existing agreement with USA Hockey.

Toyota has signed multi-year deals with US Figure Skating and US Speedskating.

Through its partnership with US Figure Skating, Toyota will tell the story of how it is furthering mobility to create the next generation of US figure skaters. Toyota will also work with the body on multimedia and social media initiatives, and support its major events and grassroots outreach.

As part of its agreement with US Speedskating, Toyota will seek to grow grassroots participation, expand development programmes, promote the sport’s major events and provide elite athletes with additional resources and technical support.

The length of Toyota’s extended partnership with USA Hockey, the national governing body for ice hockey, was not disclosed. Toyota will help USA Hockey, which it first partnered with in 2012, in its athlete development efforts at all levels.

The new deals come ahead of next year’s winter Olympic Games in Pyeongchang, South Korea. Pyeongchang 2018 will mark Toyota’s first Olympics since becoming a top-tier partner of the International Olympic Committee at the turn of the year.

Earlier this year, Toyota partnered with the US Ski and Snowboard Association and has now also added endorsement deals with Gus Kenworthy and Torin Yater-Wallace.

“We are committed to making an impact with our winter sports presence in the United States,” Jack Hollis, group vice-president and general manager at Toyota Division, said. “With the 2018 Olympic and Paralympic Games less than a year away, Toyota looks forward to supporting the NGBs and athletes on every step of their journey as they move toward achieving their dreams.”