Tundra empowers Latino small businesses with
their communities
PLANO,
Texas, July 20, 2023 /PRNewswire/ --
Legions of fans flocked to stadiums across the U.S. to watch their
beloved teams play their hearts out during the 2023 Concacaf Gold
Cup, which reached its electrifying conclusion on Sunday in
Los Angeles, Calif. Toyota
took center stage throughout the tournament as the official
automotive sponsor, featuring the powerful Toyota Tundra on site at
the games.
Toyota Scores with Action-Packed Gold Cup
Campaign
Expanding on the success of last year's "Born to Lend a Hand"
campaign, Toyota embarked on a multifaceted marketing effort
centered on empowering small businesses. Throughout the tournament,
Toyota engaged with and shared the stories of Latino small business
owners, solidifying its commitment to the community and the
dependability of the Tundra to be there to lend a hand when you
need it most.
"Soccer runs deep within the tapestry of Hispanic culture,
uniting diverse generations as they rally behind their beloved
teams," expressed Russ Koble, Sports
Sponsorships senior manager, Toyota Motor North America. "We were
thrilled to once again participate in the Gold Cup tournament, and
to share the journey with small businesses and local artists."
Businesses highlighted on the Gold Cup stage were featured
through a variety of elements, including video board mentions,
field signage and public announcements. At select games, the Tundra
towed-in small businesses to participate in the action. In
Dallas, two businesses were
featured – Castillo's Barbershop and Hola Café. Each business
shared its services and products with fans during pre-game
activities. More details about the businesses featured during the
tournament can be found at
https://www.toyota.com/espanol/brand/.
Toyota also partnered with soccer legend Luis "El Matador"
Hernández, a former Mexican National team player, who shared his
inspiring story and helped spread the message of support for Latino
small businesses during the tournament. In Dallas, Texas, on July
8, Hernández posed with fans and the Gold Cup trophy outside
the stadium.
Fan Zone, Trophy Appearances
and More
Gold Cup attendees enjoyed a diverse range of
pre-game activities in the tournament Fan
Zone, featuring the Toyota Fútbol Club. This
engaging area catered to soccer enthusiasts of all ages with games,
music, and locally curated soccer-themed artwork. Fans
also had the opportunity to take photos with the Gold Cup Trophy at
select venues.
The campaign was executed across various channels, including
broadcast, digital, and social media platforms, as well as through
on-site activations. The sponsorship and creative elements were
developed by Conill, Toyota's Hispanic marketing partner.
This is the fourth consecutive Concacaf Gold Cup that Toyota has
supported as the official automotive sponsor. The tournament
featured the best teams from North
America, Central America,
and the Caribbean. Now in its
17th edition, the tournament included 16 national teams
facing off in 15 stadiums in 14 U.S. and Canadian cities from
June 24 – July
16. And coming 2024, Toyota will join the excitement of the
inaugural Women's Gold Cup tournament.
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. for more than 65 years, and is
committed to advancing sustainable, next-generation mobility
through our Toyota and Lexus brands, plus our nearly 1,500
dealerships.
Toyota directly employs more than 49,000 people in the U.S. who
have contributed to the design, engineering, and assembly of more
than 33 million cars and trucks at our nine manufacturing plants.
By 2025, Toyota's 10th plant in North
Carolina will begin to manufacture automotive batteries for
electrified vehicles. With more electrified vehicles on the road
than any other automaker, Toyota currently offers 24 electrified
options.
Through its Driving Possibilities initiative, the Toyota
USA Foundation has committed
$110 million to create innovative
educational programs within, and in partnership with, historically
underserved and diverse communities near the company's 14 U.S.
operating sites.
Media contacts:
Sam Mahoney
Toyota Motor North America
samuel.mahoney@toyota.com
424-360-3028
Delia López
Conill for Toyota
delia.lopez@conill.com
424-239-4078
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SOURCE Toyota Motor North America