Industry News

Toyota extends backing of AEG’s California venues

Sports and entertainment giant AEG has extended its partnership with Toyota, through which the Japanese automotive manufacturer will continue to sponsor California-based properties including Staples Center and StubHub Center.

The new multi-year, multi-million-dollar agreement, which was brokered by AEG Global Partnerships, renews Toyota’s long-standing founding partner status at both stadiums. Toyota has sponsored Staples Center since 1999 and StubHub Center since 2003.

As part of the deal, Toyota will also continue to serve as a founding partner of the L.A. Live entertainment complex, and as an official partner of AEG-owned NHL ice hockey franchise the LA Kings, which plays its home games at Staples Center.

Staples Center is also the home of NBA basketball teams the Lakers and Clippers. StubHub Center serves as the home of Major League Soccer team LA Galaxy, and from this year onwards will also host games played by the LA Chargers while the NFL American football team’s new stadium in Inglewood is being built.

Under the agreement, AEG will provide Toyota with designated charging stations at L.A. Live for electric and certain hybrid vehicles. Toyota will also have the ability to brand these charging spaces across select parking garages at L.A. Live.

In addition, Toyota will benefit from founding partner signage at L.A. Live, StubHub Center and Staples Center, as well as LED exposure and permanent vehicle displays across all three venues. The company’s end-of-season car giveaway at Kings games will also continue.

“Los Angeles is a mecca for the sports and automotive industries, and we are excited to deepen our ties with AEG, a true leader in live entertainment,” Jack Hollis, group vice-president and general manager of the Toyota Division at Toyota Motor North America, said. “Working alongside AEG for the past decade, we’ve been able to grow our partnership and our presence at some of the venues and with some of the teams that matter most to Los Angeles.”

Russell Silvers, senior vice-president of AEG Global Partnerships, added: “As AEG has grown over the years, we’ve been fortunate enough to grow our relationship and partnership with Toyota as well. Toyota is a like-minded company that shares our core values and commitment to consistently be able to over deliver and offer our fans and guests more.

“It’s an honour to continue our extensive, far-reaching relationship with them across some of the most iconic assets in our portfolio. We look forward to continuing this relationship into the future and deepening Toyota’s ties with us and Los Angeles.”