Toyota and Burton Team Up to Form a Mutli-Year Strategic Partnership

Apr 14, 2017

2017 Toyota and Burton Team

The latest Toyota news is that Toyota and Burton Snowboards have entered into a multi-year strategic partnership. Because Toyota is a world-renowned car company and Burton is an industry-leading snowboard company, people might wonder how the two companies are related – and why they’re choosing to team up.

Jack Hollis, Vice President of Marketing at Toyota, says that Toyota has recently increased their support for winter sports, thus how the partnership with Burton came about. He explains, “Toyota is actively increasing our support for winter sports. We look forward to partnering with Burton to continue elevating the profile of snowboarding in the United States, and to support the fantastic athletes who inspire us all.”

This partnership began at the 35th annual Burton U.S. Open Snowboarding Championships, snowboarding’s longest-running premier event. These championships took place in Vail, Colorado from February 27 through March 4, 2017. Anne-Marie Dacyshyn, Chief Marketing Officer at Burton, says that the U.S. Open was the perfect place to kick off their partnership with Toyota because it brought the two companies’ shared brand values to life. She explains, “Both Toyota and Burton share a love of adventure, the outdoors and going places, and the U.S. Open represents these qualities better than any other event out there. We can’t wait to bring the power of our two brands together to amplify our sport, our lifestyle and our riders year round.”

Toyota had an unmistakable presence at the U.S. Open Snowboarding Championships, including an immersive interactive fan experience, athlete meet and greets, custom chain-stitched neck gators and a special gift just for Toyota owners. Toyota also provided free shuttle service in and around Vail. In the future, Toyota and Burton’s strategic partnership will leverage multiple marketing platforms, including digital, social, events and retail. Another perk of this great team-up? Toyota will soon become the official automotive company of Burton.

Chloe Kim

As partners, Toyota and Burton have also chosen to come together to sponsor 16-year-old snowboarding superstar Chloe Kim, who is well-known as the 2016 Burton U.S. Open halfpipe champion and three-time X-Games gold medalist. Last year, Kim became a brand ambassador for the Toyota Rav4 and Prius models.

More about Toyota

Toyota, the creator of the Prius and the Mirai fuel cell vehicle, is committed to advancing mobility through Toyota and Lexus brands. Over the past 60 years, the company has produced more than 30 million cars and trucks in North America. Toyota’s 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.6 million cars and trucks (2.45 million in the U.S.) in 2016 – and about 85 percent of all Toyota vehicles sold over the past 15 years are still on the road today.

For the latest in Toyota news, visit ToyotaNewsRoom.com.

More about Burton

In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and has dedicated his life to snowboarding ever since. Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the snowboard lifestyle, including snowboards, boots, bindings, outerwear and layering as well as year-round apparel, packs, bags and accessories.

For more information about Burton, go to Burton.com.