Toyota's Sports Sponsorship Strategy and the Impact of COVID-19

Report
27 Pages
June 2020
Region: Global
GlobalData
ID: 5205544

Summary

Detailed profile of Toyota's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy

Scope

Detailed examination of Toyota's sponsorship portfolio, analysing the brand's strategy for engaging with sport and sport sponsorship. Every deal is analysed and valued and the impact that COVID-19 is highlighted and analysed with a view to understanding future brand intentions.

Reasons to Buy

Detailed profile of Toyota's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy

1. Key Information & Background2. Sponsorship Overview

3. Biggest deals & Activations

3.1 Olympic Games
3.2 Overwatch League
3.3 Daytona International Speedway
3.4 Australian Football League

4. Timeline

4.1 Timeline

5. Strategy Breakdown

5.1 Sponsorship spend by sport
5.2 Top 10 active deals by annual value
5.3 Partnership Length
5.4 Contract Length

6. COVID-19 Impact

6.1 Toyota forecasts 79.5% drop in operating profits for the fiscal year through March 2021
6.2 Expect Toyota to refrain from entering new deals as the car manufacturer focuses on maximizing its current portfolio
6.3 Toyota likely to be less forthcoming when it comes to renewal talks
6.4 Olympic postponement both inconvenient and costly for Toyota

7. Appendix