USA: Toyota inks global sponsorship deal with Universal Studios

Toyota and Universal Studios have announced a global partnership claimed to be the largest-ever marketing alliance between a car manufacturer and an entertainment company.

bcusack August 1, 2001

Toyota
and Universal Studios have announced a global partnership claimed to be the largest-ever
marketing alliance between a car manufacturer and an entertainment company.

Toyota becomes the ‘official car of Universal Studios’, and gains
opportunities with all of Universal’s businesses, including theme parks, motion
pictures, television, consumer products, online, interactive games and music.

This agreement is in addition to the already existing multi-year agreement
in Japan where Toyota Motor Corp. is the exclusive car of Universal Studios
Japan.

The deal includes Toyota’s exclusive sponsorship of theme park attractions
and year-round vehicle placement in theme parks.

The agreement also includes first-refusal opportunities for product placement
and promotions in Universal-produced motion pictures, home video and DVD releases;
the use of various Universal properties for advertising, premiums, displays
and other consumer incentives; sponsorship of "Cinema 13" on the 13th
Street TV channel in France, Germany, Spain, Latin America and Brazil; advertising
and branded programming sponsorship opportunities on Universal’s branded channels
in Europe, Latin America and other markets; placement in interactive games;
and music opportunities focusing on a variety of retail, marketing and distribution
programmes.

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