Leading tyre brand Toyo Tires has today announced a multi-million dollar, multi-year co-major partnership deal with rising AFL team the Greater Western Sydney GIANTS.
The sponsorship will see the Toyo Tires logo take pride of place around the nation on the team’s guernsey and includes significant signage, branding and activation opportunities across a suite of GIANTS assets.
The partnership forms a major part of Western Sydney-based Toyo Tires’ drive to create safer roads for Australian families.
The partnership commences as the GIANTS prepare to press for a final eight position in their fifth season in the AFL, and as Toyo Tires moves to capture the family-car tyre market.
Toyo Tyre & Rubber Australia CEO Michael Rudd said the partnership goes far beyond signage and guernsey rights, demonstrating a new direction for the company and a commitment to supporting tyre retail partners.
“This partnership is good for Toyo Tires, good for footy, the GIANTS and, ultimately, good for our customers,” he said.
“Sport is the campfire around which families gather. AFL is a truly national game with family values complementary to Toyo Tires' family safety focus, and those of our tyre retail partners.
“AFL provides a year-round window that reaches the heartland of Australia, from AusKick to the elite level. It is the sponsorship of choice for successful car brands and with good cause. It is the most searched, most attended and most watched game and its fans are engaged in the new vehicle market, and we want those fans to think Toyo Tires.
“Toyo Tires and the GIANTS are both challengers, moving up their respective ranks. The GIANTS have the largest population footprint of any AFL team, and the partnership broadens the appeal of the Toyo Tires brand.”
Mr Rudd said the sponsorship signifies a push by Toyo Tires to give back to the community.
“In 41 years of local history, Toyo Tires has always been headquartered in Western Sydney. Our intention is to add value for GIANTS’ fans and to create safer roads for Australians. Toyo tyres excel in improving safety and performance, unlocking potential and bringing out the giant in any car.
“With almost 13 million vehicles registered there are over 50 million tyres navigating Australia. Tyres are the one point of contact between the vehicle and the road. With the right information, drivers enhance the safety of their vehicles, and our roads.”
GWS GIANTS CEO David Matthews said the club was delighted to partner with an organisation of Toyo Tires' standing on the international stage.
“We are thrilled to welcome Toyo Tires, an internationally respected and recognised brand, as our newest co-major partner,” Mr Matthews said.
“The ability to attract brands like Toyo Tires is testament to the GIANTS’ values and commitment to success and a reflection of our ongoing growth and development both on and off the field.
“This partnership represents a clear alignment for both organisations with shared objectives in the Western Sydney community and beyond. We are proud to partner with an organisation like Toyo Tires who have such a strong community focus and a partnership portfolio that includes some of the biggest sporting organisations in the world.”
The GWS GIANTS join Toyo Tires’ global roster of highly recognised elite sports properties including AC Milan, Leicester City FC, Boston Red Sox, Anaheim Ducks, the Ultimate Fighting Championship (UFC), the Stadium Super Trucks and motorsport series around the world.