Toyota and Competitor Group, Inc. are again the official vehicle of the Rock ’n’ Roll Marathon and a title partner of the concert series hitting 21 cities this year.
The marathon series is expected to attract 600,000 athletes. The concert series, a highlight of the race experience, features headliner performances at finish line festivals across the country.
The sponsorship is ideal because it allows the automaker “to reach our guests on a personal level in so many different markets across the country,” says Ed Laukes, vice president, marketing, performance and guest experience, Toyota Motor Sales, U.S.A., Inc., in a release.
The sponsorship connects marathon runners with Toyota through onsite activations and digital media engagement. As part of the agreement, Toyota will continue to host the “Toyota Ride and Drive” at select pre-race health and fitness expos, giving marathon runners an exclusive opportunity to experience a Toyota vehicle.
“Both of our brands are committed to energizing communities around shared passions of music and fitness, providing customers with a memorable experience, whether it’s live entertainment on the course or the Toyota Rock ‘n’ Roll Concert Series at the finish line,” says John Smith, SVP of CGI, in a release.