• Brandweek, Tuesday, November 22, 2005 1:15 PM

Toyota has discovered the value of the biker market. The car and truck maker announced that starting with next year's racing season, it will take on multiyear sponsorships of several top motorcycle events. The events include the American Motorcycle Association Toyota Motocross Championship (TMS) presented by FMF Racing, and the Toyota AMA National Arenacross Series. Toyota will also become the official vehicle of the Amp'd Mobil Supercross Series. "The truck market continues to be a major growth opportunity for the auto industry and trucks and motorcycle racing go hand-in-hand," Brian Smith, TMS corporate manager, truck operations, said. "The average Motocross fan is about 23 years old and about 75 percent have a pickup truck in their household. This is where truck customers go and it's what they're doing and Toyota wants to be part of their activities."

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