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Toyota Finds Its Groove With Racing Sponsorship

March 21, 2017 – MediaPost – There’s an expression that automotive dealers have long observed: “Win on Sunday, sell on Monday.”

Simply put, the cars that do well on the race track on Sunday are the ones that consumers will be interested in taking a look at the following week. It’s why automakers put big money into sponsoring racing teams. The average amount sponsors invest in a racing team is $15 million, according to UberMedia.

On Toyota’s 10-year anniversary, an UberMedia Business Intelligence Study quantified the Japanese manufacturer’s success of becoming integral to American racing culture. The 2017 Daytona 500 marked Toyota’s 10th year in the NASCAR Cup Series and a decade of integrating its sedan, the Toyota Camry, into American automotive culture.

To continue reading, please visit Tanya Gazdik’s article on MediaPost.  

Insights provided by UM in any study mentioned are aggregated and de-identified, not tied to any single device or individual. UM adheres to GDPR and CCPA and has been certified for privacy compliance by Verasafe, an independent third party.

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