Toyo in sponsorship deal with Aussie football team

SYDNEY, Australia (Feb. 12, 2016) —  Toyo Tyre & Rubber Australia Ltd. has inked a multi-million dollar, multi-year co-major partnership deal with the Greater Western Sydney Giants of the Australian Football League (AFL).

The sponsorship deal includes Toyo's logo being displayed on the team's jersey as well as what the tire maker called “significant signage, branding and activation opportunities across the Giants' assets.”

With 7 million fans and 120 million television viewers in 2015, AFL is the highest rated, most attended and most popular sport in Australia, according to Toyo, which said its “partnership with the AFL and the increasingly successful Giants forms a major part of the brand's drive to create safer roads for Australian families.”

The AFL is the top professional league for what is known as Australian Football, Australian Rules Football, "Aussie Rules," etc. It is considered Australia's indigenous football sport.

The GSW Giants represent the most populated region in the sport, with a footprint across western Sydney, southern New South Wales and the Australian Capital Territory. The team attracted almost 600,000 attendees to games in 2015, with most fans family based.

Toyo Tyre & Rubber Australia CEO Michael Rudd said the partnership goes far beyond signage and jersey rights, demonstrating a “new direction” for the company and a commitment to supporting tire retail partners.

“This partnership is good for Toyo Tires, good for footy and the Giants and, ultimately, good for our customers,” he said. “Sport is the campfire around which Australian families gather. AFL is our national game, with family values complementary to Toyo Tires' family safety focus, and those of our retail partners.

“AFL provides a year-round window that reaches the heartland of Australia, from community clubs 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. Fans are engaged in the new vehicle market, and we want them to think Toyo Tires.”

Mr. Rudd added that the Giants have the largest population footprint of any AFL team, and the partnership “broadens the appeal of the Toyo Tires brand” while signifying a push by the tire maker to give back to the community.

“In 41 years of local history, Toyo Tires has always been headquartered in western Sydney,” he said. “Our intention is to add value for Giants fans and to create safer roads for Australians. Toyo tires excel in improving safety and performance and unlocking potential to bring out the giant in any car.”

He said there are almost 13 million vehicles registered in Australia, translating to more than 50 million tires navigating the country's roads.

GWS Giants CEO David Matthews said the club was delighted to partner with an organization of Toyo's standing on the international stage. “We are thrilled to welcome Toyo Tires, an internationally respected and recognized 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 organizations with shared objectives in the western Sydney community and beyond.”

Toyo said the GWS Giants join the tire company's global roster of highly recognized elite sports properties it sponsors including AC Milan, Leicester City FC, Boston Red Sox, Anaheim Ducks, the Ultimate Fighting Championship (UFC), the Stadium Super Trucks and motorsport series from around the world.