Toyota Kicks Off CONCACAF Gold Cup Action Celebrating Hardcore Soccer Players and Fans

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Toyota Becomes Official Automotive Sponsor of Gold Cup

Plano, Texas (July 5, 2017) – Hundreds of thousands of hardcore soccer aficionados will converge on stadiums across the United States as the CONCACAF Gold Cup begins this month.  Toyota is joining the action as an official sponsor of the preeminent national team tournament of the North, Central America and Caribbean region. 
The partnership includes in-stadium signage, video board messaging and static boards as well as Toyota’s presenting sponsorship of the Fútbol Fiesta fan area.
Toyota will ignite soccer passions and celebrate the dedicated players who give it their all on and off the field, along with the fans who give everything for their teams.  The “Dale Duro” (Give it your all) multichannel communications campaign which features the Toyota Tundra will include broadcast commercials in English and Spanish, digital banners and videos, as well as social media content living on Toyota Facebook, Twitter and Instagram under @ToyotaLatino and using the hashtag Vayamos Juntos. 
“We are thrilled to join in the excitement of the CONCACAF Gold Cup, alongside the millions of passionate soccer fans in the United States,” said Ed Laukes, group vice president, marketing Toyota. “Soccer is a passion point in the lives of many of our guests and we want to embrace the heart and soul of what it means to be a true fan of the game.”
Embodying the brave-hearted spirit of the Tundra and hardcore soccer fans, the Toyota campaign pays tribute to the heart, soul and sweat players pour into every game. 
Celebrating the ardent fan spirit, Toyota will partner with Mexican comedian and actor Adrian Uribe to produce social content on how to be a tough fan through a playful juxtaposition of being a tough, spirited aficionado with the tough essence of the Tundra. 
Attendees of the first Mexico match on July 9 in San Diego will have an opportunity to meet Uribe at the Toyota Fan Zone within the Futbol Fiesta area.
Fans will also have a chance to give it their all at the Toyota Fan Zone which features a variety of fun-filled and social media shareable activities that will test their spirit, agility and dance moves in celebration of their teams and the Gold Cup.

Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 33 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 46,000 people (more than 36,000 in the U.S.).  Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.7 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.  
Toyota partners with community, civic, academic, and governmental organizations to address our society’s most pressing mobility challenges. We share company resources and extensive know-how to support non-profits to help expand their ability to assist more people move more places. For more information about Toyota, visit

Nick Ammazzalorso
Marketing Communicatons Manager, Toyota Motor North America
[email protected]
Delia Lopez
Conill for Toyota
[email protected]


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