Toyota’s Sports Sponsorship Strategy and the Impact of COVID-19
Summary
Detailed profile of Toyota's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy
Scope
- Detailed examination of Toyota's sponsorship portfolio, analysing the brand's strategy for engaging with sport and sport sponsorship. Every deal is analysed and valued and the impact that COVID-19 is highlighted and analysed with a view to understanding future brand intentions.
- Detailed profile of Toyota's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy
- 1. Key Information & Background
- 2. Sponsorship Overview
- 3. Biggest deals & Activations
- 3.1 Olympic Games
- 3.2 Overwatch League
- 3.3 Daytona International Speedway
- 3.4 Australian Football League
- 4. Timeline
- 4.1 Timeline
- 5. Strategy Breakdown
- 5.1 Sponsorship spend by sport
- 5.2 Top 10 active deals by annual value
- 5.3 Partnership Length
- 5.4 Contract Length
- 6. COVID-19 Impact
- 6.1 Toyota forecasts 79.5% drop in operating profits for the fiscal year through March 2021
- 6.2 Expect Toyota to refrain from entering new deals as the car manufacturer focuses on maximizing its current portfolio
- 6.3 Toyota likely to be less forthcoming when it comes to renewal talks
- 6.4 Olympic postponement both inconvenient and costly for Toyota
- 7. Appendix
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