PICKERINGTON, Ohio (May 26, 2006) -- Toyota’s support of the AMA Motocross Championship will break new ground in the world of motorcycle racing sponsorship according to AMA Pro Racing’s Vice President of Commercial Development, John C. Farris, Jr. “Far from a traditional sponsorship package, Toyota’s entire approach is structured to deliver direct benefits to riders and fans,” commented Farris.
Toyota has entered into a long-term agreement with AMA Pro Racing to be the exclusive title sponsor of the AMA Toyota Motocross Championship presented by FMF. The partnership was announced last November at AMA Pro Racing’s annual year-end Championship Awards Banquet and both companies worked hard to prepare for the 2006 motocross season which launched just last weekend at the Hangtown Classic in Sacramento, Calif. Kawasaki’s James Stewart, Suzuki’s Ricky Carmichael and Yamaha’s Chad Reed carried their epic AMA Supercross battle to the outdoors with Stewart delivering the first blow by winning the overall in the opening round of the 2006 AMA Motocross season. If the first event is any indication, this year looks to be one of the best ever.
Round two will be the 30th Annual Kawasaki/Monster Energy High Point National this Sunday, May 28 in Mt. Morris, Pa.
Along with product displays at every round, Toyota and AMA Pro Racing will be coordinating on-site and pre-event promotional activities including a sweepstakes and Toyota will also be supporting the series with a television commercial package in the OLN telecasts.
Toyota’s objective is to strengthen their relationship with motorcycle riders and fans according to Brian Smith, Corporate Manager, Truck Operations, Toyota Motor Sales.
The cornerstone of Toyota’s on-site activation will be the unique “Toyota Rider Lounge” at each stop on the 12-round championship. Providing a haven for both privateers and factory stars, the Toyota Rider Lounge will feature a lounge so riders can rest, eat and get access to a computer and wireless internet where available.
In addition to the Toyota Privateer Lounge for riders and team members, the “Toyota Zone” is open to the fans attending each race. The Toyota Zone features instant give-aways, Toyota’s Inside Line programming, exclusive behind-the-scenes footage from practice and past AMA Motocross rounds as well as opportunities to interact with the Toyota Tundra and Tacoma trucks via competitions and displays.
“This attention to detail and strong connection with fans and the motocross community is what sets this sponsorship apart,” said Farris. “Toyota is really going out of its way to add value to the AMA Motocross Championship environment. They looked hard for ways to benefit everyone that attends an AMA Motocross event.” Farris added that initial fan response at the Hangtown event was extremely positive.
The fan experience will be aided by Toyota’s involvement in a variety of specific ways, added Farris. The “Moving Forward” promotion will enable several lucky fans to upgrade their seating locations to a prime, track-side spot. Fans will enjoy cool merchandise, shade and a special “tailgating” environment. Additionally, anyone arriving at the track in a Toyota vehicle will automatically be eligible to park in special, Toyota Owner Preferred Parking.
“We couldn’t be more impressed by the proactive role Toyota is taking in their sponsorship activation,” said Farris. “We welcome their efforts and are looking forward to the tremendous value their involvement will bring.”