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Toyota Renews Sponsorship of Rock ‘n’ Roll Marathon Series

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Toyota Rock 'n' Roll Marathon sponsorship

Runners hit the pavement at the Rock ‘n’ Roll Half Marathon on March 22, 2015 in Dallas, Texas
Photo: Peter Larsen/Getty Images for Rock ‘n’ Roll Marathon Series

As running has become more popular over the years with Americans, race series have sprung up all over the place—from 5Ks where you get powdery paint thrown at you to Disney-themed races which take you through the parks before they open to the public. One of the best-known race series, the Rock ‘n’ Roll Marathon, just announced that Toyota will be renewing its sponsorship of the series in 2016 after an incredibly successful first year in 2015.

For the second year running, Toyota has joined forced with Competitor Group, Inc. (CGI), the organizer of the Rock ‘n’ Roll Marathon races, to be named the official vehicle of the series, as well as title sponsor of the Toyota Rock ‘n’ Roll Concert Series. The concerts take place at the finish lines of races across the country, featuring numerous headliners and rewarding runners for their hard effort.

In addition, Toyota will host the “Toyota Ride and Drive” event at some of the Marathon’s pre-race Health and Fitness expos. This event will allow runners the opportunity to get up-close and personal with Toyota vehicles.

Commenting on the news that Toyota would remain a partner for 2016, senior VP of CGI John Smith said, “Toyota has been a phenomenal partner to work with this past year, celebrating and inspiring a passion for the active lifestyle. 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.”

Ed Laukes, vice president, marketing, performance and guest experience, Toyota Motor Sales, U.S.A., Inc., agreed: “At Toyota, we look forward to continuing our relationship with Competitor Group and the Rock ‘n’ Roll Marathon Series,” he said. “The first year of the partnership has been exceptional for the Toyota brand, and we look forward to cementing our place as the official automobile partner of a property that allows [us] to reach our guests on a personal level in so many different markets across the country.”

This partnership will certainly provide good exposure for Toyota among the running community. CGI projects that more than 600,000 athletes—both professional and amateur—will participate in one of the Rock ‘n’ Roll Marathon series of events in 2016.

Toyota has also proudly sponsored Cincinnati’s famous Flying Pig Marathon since 2004, with the Toyota 10K taking on the name of the automaker for 10 years.