The alliance begins this week at the 35th annual Burton U.S. Open Snowboarding Championships in Vail, Colo. (now through March 4). In addition, Toyota and Burton both sponsor 16-year-old snowboarding phenom Chloe Kim (pictured above), the 2016 Burton U.S. Open halfpipe champion and three-time X-Games gold medalist. Toyota, which became a global partner with the International Olympic Committee in 2015 (effective in conjunction with the 2018 Games), has signed a multi-year strategic partnership Burton Snowboards. The new deal names Toyota as the official automotive company for Burton. Among other winter-themed moves, Toyota recently became a sponsor for the U.S. Freeski and Snowboard teams and title sponsor for the U.S. Grand Prix.
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Toyota and Burton announce strategic partnership
Torrance, Calif. and Burlington, Vermont (February 28, 2017) – Toyota and Burton Snowboards have entered into a multi-year strategic partnership, beginning with this week's Burton U.S. Open Snowboarding Championships in Vail, Colo. (Feb. 27- March 4). In addition, Toyota and Burton both also sponsor 16-year-old snowboarding superstar Chloe Kim, the 2016 Burton U.S. Open halfpipe champion and three-time X-Games gold medalist. About BurtonIn 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and has dedicated his life to snowboarding ever since. Kicking off at the 35th annual Burton U.S. Open Snowboarding Championships, snowboarding's longest-running premier event, the strategic partnership will leverage multiple marketing platforms, including digital, social, events and retail. With the new deal in place, Toyota will also become the official automotive company of Burton.
Toyota ramps up winter sports marketing with Burton Snowboards partnership
Toyota is snowballing its support for winter sports with a multiyear partnership with Burton Snowboards. Both Toyota and Burton currently sponsor 16-year-old snowboarding champion Chloe Kim, who became a brand ambassador for the Toyota Rav4 and Prius models last year. Snowboarder Chloe Kim became a brand ambassador for the Toyota Rav4 and Prius models last year. In 2015, Toyota became the first automaker to sign on as a 10-year sponsor for the global Olympics games starting in 2017. The automaker reportedly paid $835 million to become one of 11 companies with exclusive worldwide marketing rights under The Olympic Partner, or TOP, program.
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