Toyota Partners with US Ski & Snowboard Teams Ahead of Winter Olympics
Toyota has been named the official automotive and mobility partner of the US Ski & Snowboard Teams, bringing together the world’s top winter athletes and top automaker ahead of the upcoming XXIII Winter Olympic Games in PyeongChang, South Korea.
This is an expansion of Toyota’s existing partnership with US Ski & Snowboard, which began last season when Toyota was named the title sponsor of the US Grand Prix, the official Olympic qualification series for freeskiing and snowboarding, and one of US Ski & Snowboard’s premiere event properties.
Toyota will also support some specific American athletes ahead of the PyeongChang Winter Games: Chloe Kim and Hailey Langland of the US Snowboard Team and Torin Yater-Wallace and Gus Kenworthy of the US Freeski Team.
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“Toyota’s first year as a partner of U.S. Ski & Snowboard was invaluable to us as a brand making its initial foray into the Olympic movement,” said Ed Laukes, group vice president, marketing, Toyota. “Adding the U.S. Ski Team to the mix for this season, especially heading into the Olympic Winter Games in PyeongChang, is very exciting.”
The expanded partnership will increase Toyota’s presence across various US Ski & Snowboard events, such as domestic World Cups the US Alpine Championships. According to the Japanese automaker, supporting the US winter athletes makes sense because both groups are aligned in their commitment to innovation, advanced mobility, and passion for the outdoors. Moving forward, they will work together to push those ideals and enhance the visibility of winter action sports.
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