Deal worth millions – Toyota Named Exclusive Auto Partner of the San Francisco 49ers and Levi's Stadium

Toyota and 49ers share similar focus of sustainability and innovation with Levi's Stadium while providing fans an unrivaled experience

Silicon Valley may be known as the home of Tesla Motors Inc., but it will be Japanese automaker Toyota putting its logos and model cars all over the San Francisco 49ers' new

$1.3 billion Levi's Stadium.

The Northern California Toyota Dealers Association and the 49ers signed a multi-year, multimillion dollar contract starting in 2014 to make the car company the "exclusive auto partner" of the team and Levi's Stadium.

In the context of the new 68,500-person Santa Clara stadium, the sponsorship deal will translate to a hulking "Toyota Plaza" at the Northeast Entrance of the stadium. Toyota will also get to attach its brand to 49ers touchdowns; "Toyota Red Zone" will flash across screens in the tech-heavy stadium anytime the team's offense makes it past the 20-yard line.

Specific terms of the deal with Toyota were not disclosed. The 49ers have already inked major deals with companies ranging from Yahoo Inc. to PepsiCo to New York investment firm BNY Mellon.

“Toyota’s roots in innovation and sustainability run deep,” said Henry Hansel, president of Northern California Toyota Dealers Advertising Association. “Given the 49ers new home in Santa Clara combines cutting-edge technology that one would expect from Silicon Valley, with an eco-friendly focus uncharacteristic for an outdoor stadium, a partnership seemed like a natural fit for Toyota. Toyota will be behind the 49ers every step of the way as they focus on nabbing a sixth Super Bowl victory.”
 

When it comes to the business imperatives for the new Toyota deal, a news release notes that the car company has already cornered about 20 percent of the Northern California auto market.

The joint statement also bills the partnership as an eco-friendly move, since Toyota is well known for its hybrid Prius model and the new 49ers stadium will be LEED certified.

"Toyota has utilized innovative technology to develop groundbreaking sustainable advancements in their industry for years,” said Jed York, CEO of the San Francisco 49ers. “Together we will present an unparalleled fan experience at the Levi's® Stadium."

Local manufacturer of eco-friendly cars, Tesla, could be considered a similarly tech-focused partner for the Niners. However, the Palo Alto company run by CEO Elon Musk has so far only dipped a toe in the world of sports sponsorships with a two-car NASCAR team set to debut next year.