Toyota and Burton Announce Strategic Partnership
Toyota Kicks Off Multi-Year Relationship at This Week’s Burton U.S. Open Snowboarding Championships
February 28, 2017
Torrance, Calif. and Burlington, Vt. (Feb. 28, 2017) – Toyota and Burton Snowboards have entered into a multi-year strategic partnership, beginning with this week’s Burton U.S. Open Snowboarding Championships in Vail, Colo. (Feb. 27- March 4). The partnership brings together Toyota, which has been part of the cultural fabric of the U.S. for nearly 60 years, and the world’s leading snowboard and alternative outdoor lifestyle brand Burton, founded in Vermont by Jake Burton in 1977.
Kicking off at the 35th annual Burton U.S. Open Snowboarding Championships, snowboarding’s longest-running premier event, the strategic partnership will leverage multiple marketing platforms, including digital, social, events and retail. With the new deal in place, Toyota will also become the official automotive company of Burton.
Toyota, which recently became a sponsor of the U.S. Freeski and Snowboard teams and title sponsor of the U.S. Grand Prix, will have a large presence at the U.S. Open Snowboarding Championships, including an immersive interactive fan experience, including athlete meet and greets, custom chain-stitched neck gators and a special gift for Toyota owners. Toyota will also provide free shuttle service in and around Vail.
In addition, Toyota and Burton both also sponsor 16-year-old snowboarding superstar Chloe Kim, the 2016 Burton U.S. Open halfpipe champion and 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 vice president, Marketing. “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.”
Toyota (NYSE:TM), creator of the Prius and the Mirai fuel cell vehicle, is committed to advancing mobility through our Toyota and Lexus brands. Over the past 60 years, we’ve produced more than 30 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 44,000 people (more than 34,000 in the U.S.). Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.6 million cars and trucks (2.45 million in the U.S.) in 2016 – and about 85 percent of all Toyota vehicles sold over the past 15 years are still on the road today.
Toyota partners with community, civic, academic, and governmental organizations to address our society’s most pressing mobility challenges. We share company resources and extensive know-how to support non-profits to help expand their ability to assist more people move more places. For more information about Toyota, visit www.toyotanewsroom.com.
In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and has dedicated his life to snowboarding ever since. Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the snowboard lifestyle, including snowboards, boots, bindings, outerwear and layering as well as year-round apparel, packs/bags and accessories. Privately held and owned by Jake and his wife, Burton CEO Donna Carpenter, Burton’s headquarters are in Burlington, Vermont with offices in Austria, Japan, Australia, Canada and China. For more information on Burton, head to www.burton.com and follow our line at facebook.com/burtonsnowboards, twitter.com/burtonsnowboard and @burtonsnowboards on Instagram.
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