July 6 – With 48 hours to go before the kick-off of the Gold Cup at The Red Bull Arena in Harrison, New Jersey, CONCACAF have announced another last-minute sponsorship sale with Toyota coming on board as the Official Motor Vehicle of the CONCACAF Gold Cup.
No value was put on the sponsorship, nor was the length of the partnership disclosed.
Toyota will also be presenting sponsor of the Futbol Fiesta fan zone, which takes place at each of the tournament’s 14 venues across the US.
Toyota is a first-time sponsor of the Gold Cup and CONCACAF. The sponsorship package includes broadcast, in-stadium signage and messaging on stadium video boards.
Ed Laukes, group vice president, marketing Toyota, said: “Soccer is a passion point in the lives of many of our guests and we want to embrace the heart and soul of what it means to be a true fan of the game.”
Toyota will drive the July sponsorship through its ‘Dale Duro’ multichannel communications campaign featuring the Toyota Tundra. The campaign will celebrate “the brave-hearted spirit of the vehicle and hardcore soccer aficionados, the campaign pays tribute to the heart, soul and sweat players pour into every moment they are on the field,” said a CONCACAF press release.
Toyota are the second last-minute sponsor to be unveiled for the tournament with BODYARMOR SuperDrink having been announced as the tournament’s hydration partner at the end of last week.
The Gold Cup opens on the east coast of the US on Friday with a double header of Group A games featuring French Guiana vs Canada and Honduras vs Costa Rica. The US open their campaign in Group B on Saturday in Nashville, whilst Mexico start in San Diego on Sunday.
CSR campaign launched to promote diversity and inclusion
CONCACAF also announced its ‘Let’s Live in a State of GOAL!’ corporate social responsibility programme aimed at promoting diversity, acceptance, inclusion, and respect throughout the tournament.
CONCACAF is working with key stakeholders on education and actions focused on promoting acceptance and respect in and around its Gold Cup matches.
“A defining moment in our game is a goal, it unites fans in a celebration of joy and pride, it is a powerful and unique instant where we all share our passion for the game regardless of age, race, gender, sexual orientation, colour, religion, national origin, or disability status,” said CONCACAF President Victor Montagliani. “Gold Cup fans and the 12 participating teams are a true reflection of the diverse cultures around our region. Our premier competition provides a unique platform to create positive impact in the communities we serve.”
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