Toyota Entered a Multi-Year Partnership with Burton Snowboards

On 28th February, a deal between Toyota and Burton Snowboards was announced. In this multi-year partnership, Toyota, being a part of U.S. industry for nearly 60 years is the automotive partner of one of the world’s leading snowboard brands with outdoor lifestyle brand Burton, established in Vermont by Jake Burton in 1977. With this sponsorship Toyota became a new Olympic sponsor, and will leave its footprint in this kind of sponsorships. The sponsorship was marked by Burton U.S. Open Snowboarding Championships in Vail, Colo. (Feb. 27- March 4).

On 35th annual Burton U.S. Open Championships the strategic partnership will be showed through numerous marketing platforms. These will include various social, digital, and retail events. With this deal Toyota becomes the official automotive company of Burton.
Not so long ago Toyota became a sponsor of the U.S. Freeski Snowboard teams as well as the title sponsor of the U.S. Grand Prix. Toyota will have large presence on the U.S. Open Snowboarding Championships. There were a lot of fun activities such as meeting athletes and guests. For this event Toyota supplied free shuttle service around and in Vail.

Adding to all of this, Toyota together with Burton sponsors a 16-year-old snowboarding superstar Chloe Kim, the 2016 Burton U.S. Open halfpipe champion and a three-time X-Games gold medalist.

“With less than a year to go before our first Olympic and Paralympic Games as a TOP partner in PyeongChang, Toyota is actively increasing our support for winter sports,” said Jack Hollis, Toyota group marketing vice president. “We look forward to partnering with Burton to continue elevating the profile of snowboarding in the United States, and to support the fantastic athletes who inspire us all.”

“The U.S. Open is the perfect place to kick off our partnership with Toyota because it really brings our shared brand values to life,” said Anne-Marie Dacyshyn, Burton’s chief marketing officer. “Both Toyota and Burton share a love of adventure, the outdoors and going places, and the U.S. Open represents these qualities better than any other event out there. We can’t wait to bring the power of our two brands together to amplify our sport, our lifestyle and our riders year round.”