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Toyota Grows Olympic Involvement With Six New Partnerships

Ahead of the 2020 Summer Games in Tokyo, Toyota has expanded its Olympic commitment, partnering with the National Governing Bodies of six new sports.

Kraig Doremus



Toyota - Racing - Sports

USA Swimming is one of the six new NGBs that Toyota is teaming up with ahead of 2020 Summer Games in Tokyo. Image via Toyota.

Toyota is more than just a car company.

Branding itself as a mobility company, Toyota is set to partner with the National Governing Bodies of six new sports for the 2020 Summer Games in Tokyo – skateboarding, surfing, wheelchair basketball, swimming, triathlon, and track and field.

With the addition of six sports, Toyota now has 16 partnerships with National Governing Bodies between the winter and summer games.

“We firmly believe that movement is a human right,” said Ed Laukes, group vice president, Toyota marketing. “We believe that it is within the mantra of the Toyota brand as we evolve from a car company to bring solutions that can help people get out of bed, or to see the stars. It’s very much a vision right now and a process, but we are determined to get there.”

With that goal in mind, Toyota wanted to make sure it partnered not only with Olympic sports but also Paralympic sports. The executives at Toyota did not have an easy time making a decision on which NGB’s to partner with, but decided on the six sports after an extensive portfolio review. 

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“We vetted every NGB (National Governing Body) that was out there,” Laukes said. “When we went to the Winter Games in South Korea after we announced our sponsorship as a global partner, we went through NGB portfolios and already had some relationships, like USA Hockey. We wanted to diversify and align ourselves with top Olympic and Paralympic sports.”


Josh Friedberg, the CEO of USA Skateboarding, knows that a partnership with USA Skateboarding can’t just be national, but must begin at the grassroots level. The fact that Toyota wanted to market locally, regionally and nationally is something that helped make the partnership a perfect fit.

Toyota believes in the power of skateboarding, from the grassroots to the Olympic level,” Friedberg said. “Their commitment to support skateboarding from the ground up, and their willingness to tell the story of skateboarding’s journey to the Olympics, makes them an ideal partner of USA Skateboarding.

Regarding marketing, Toyota’s Dedra DeLilli, group manager for Olympic and Paralympic marketing, expanded on the topic.

Grassroots marketing is a huge priority,” DeLilli said. “We’ve collected partners across the United States and have been able to get several of our 1,200 dealers involved. The response has been fantastic. They’re engaged and excited about the opportunity.”


Partnering with USA Swimming will be beneficial to both Toyota and the athletes, as the partnership allows the sport of swimming to reach a wider audience, thus creating an interest in swimming for many more Olympic viewers.

“There’s no doubt that partnering with an Olympic family sponsor with such national and global reach like Toyota will benefit our athletes and the sport of swimming,” said Tim Hinchey, USA Swimming’s President & CEO. “Our combined reach and ability to tell our sport and athlete human interest stories will allow us to engage with a wider audience and ideally create further interest in people joining the sport of swimming.

Once again, Toyota will be able to market both grassroots and nationally with swimming. At the grassroots level, the company will get dealerships involved and provide vehicles — something that will be done for all six NGBs.

“Having a partner who recognizes the added value of (providing vehicles), to help alleviate physical and financial stresses for our athletes, is incredibly significant,” said Hinchey.Our goal is to make the partnership fruitful for both parties. We hope to support Toyota in enhancing and growing their mobility brand story, while engaging potential new swimmers to join our membership. We look forward to the next few years and the incredible opportunities we will create together.”


For USA Surfing, CEO Greg Cruse believes that it’s a match made in heaven. Cruse stated that the two are “historically intertwined, as Toyotas have always been a favorite means of getting to the surf, whether it is a local beach break or secluded surf spot.”

Cruse is excited for surfing’s Olympic debut, calling the opportunity “extraordinary,” but knows this is just the beginning and that there is plenty of growth potential.

Surfing’s debut on the world’s biggest sporting stage — the 2020 Olympic Games — will introduce an incredibly beautiful and athletically demanding sport to huge new audiences. We are honored to have such a powerful partner in telling surfing’s compelling story and extending its benefits to more and more people.”


Toyota will partner with USA Triathlon as well, and CMO Chuck Menke is excited for the opportunity, not only to engage in activations surrounding the Olympics, but also for the chance to participate in a national media campaign.

Alignment with a top partner like Toyota is an unequaled opportunity to showcase the sport to the mainstream U.S. population,” said Menke. “This includes not just our custom programming and activations with Toyota over the next two years, but also the opportunity to be a part of their national media campaign leading up to Tokyo.”

Activation with USAT could be a huge benefit for the Toyota brand as Menke mentioned that of 14,000 USA Triathlon members who participated in a survey, nearly one in six drives a Toyota.

“As the most popular vehicle among triathletes, it’s critical for us to not just maintain Toyota’s leadership position, but to build upon it,” Menke said.

Menke also knows that Toyota’s mission to become not just a vehicle company but a mobility company aligns perfectly with partnering with triathlon athletes.

Simply said, there’s a lot of synergy here and I truly believe no other sport better exemplifies Toyota’s concept of mobility. Toyota vehicles are designed to provide superior performance on their pathway, much like the body of a triathlete – speed, turning, durability and readiness to handle any situation on the course.”

Wheelchair Basketball

Showing its commitment to eventually becoming truly a mobility company, Toyota has partnered with wheelchair basketball for the 2020 games.

“The platform of the Paralympics and aligning with their values is important,” said DeLilli. “As an organization, we take time to get to know the Paralympic athletes and provide them with tools and resources to make their journey as great as possible. We align our brand, but it’s personal too. We’re passionate about it. We have relationships with them.”

Will Waller, a board member for the National Wheelchair Basketball Association (NWBA) and two-time Paralympian, was excited to know that, for Toyota, a successful partnership meant connecting local programs with Toyota dealers.

The NWBA has over 225 teams across multiple levels, so it’s much more than just a national campaign for the association.

“When we get our local programs involved with Toyota dealerships and build those connections, it will mean that we are exponentially increasing the chances that more people with disabilities will learn about our sport and get involved.”

Waller was also very excited to know that Toyota will provide vehicles for use by the athletes and staff.

“We are pumped for this piece of the partnership,” said Waller. “We will use the vehicles for training off and on through 2020. But, the Toyota team has also committed to provide vehicles for our major events, including the 2019 Toyota National Championship Series. We think of our destination as athletic success, national championships, and Paralympic medals, and Toyota is ultimately helping us ‘Go places.'”

Track and Field

USA Track and Field CEO Max Siegel is excited about the chance to grow the sport and increase the reach of their athletes thanks to the partnership with Toyota.

“Having blue-chip, industry-leading companies support national governing bodies is critically important for further elevating the Olympic movement and the brands of the sports within it,” said Siegel. “A partner like Toyota is a brand validator, but it also helps amplify the message of our sport and the profile of our athletes, nationally and internationally.”

READ MORE: Toyota’s NASCAR Involvement Drives Brand’s Market Growth

Once again, Toyota is not only working with the USA Track and Field athletes at the national level, but also the grassroots level. The goal? Help the athletes reach their dream of making an Olympic team.

“Toyota was very clear throughout the process their priority is to support USATF and our athletes throughout the year, every year,” said Siegel. “Our Indoor and Outdoor Championships serve as the selection events for World Championships and provide important prize money and television exposure opportunities for our athletes. Making an Olympic team is a lifelong process for most athletes. Having sponsors like Toyota who support that process helps our athletes realize their dreams.”

The Goal

The goal for Toyota through these partnerships is tough to narrow down to just one specific item, but DeLilli summed things up well.

“We want to help both the National Governing Bodies and athletes drive their brand and develop content,” said DeLilli. “We want to tell their stories, but more so, we want to help people move better across the world, and we are committed to doing that as we move from a car company to a mobility company.”

Kraig Doremus is a content writer for Front Office Sports with a focus on NASCAR. He holds a B.S. in Sport Studies from Reinhardt University and is currently pursuing his M.A in Sport Education from Gardner-Webb University. He can be reached at


St. Louis Blues Gamify Western Conference Finals with ‘Enter the Zone’

Enter the Zone represents an early test case for how gamification might play out on a larger level amongst St. Louis’ fanbase.




Blues Enter the Zone

Photo Credit: Jeff Curry-USA TODAY Sports

The St. Louis Blues are gamifying the Stanley Cup Playoffs’ Western Conference Final.

Prior to taking to the ice Saturday night for Game 1 against the San Jose Sharks, the Blues launched Enter the Zone, a real-time prediction game for fans, with 2019-20 season tickets on the line. The fan with the best cumulative score over the course of the series will score two full regular-season tickets. Enter the Zone was developed with Tally, the predictive technology company founded by Seattle Seahawks quarterback Russell Wilson.

With plenty of future potential for technologies like predictive gaming in sports, Blues Vice President of Digital Strategy and Emerging Technology Matt Gardner said the conference finals are a good time to try something new as the fan base is likely more engaged than usual.

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“We’re always very forward-thinking as an organization and finding new and fun ways to bring our fanbase together,” Gardner said. “The cool thing about this game and what attracted us to it is the fact we could pull something together quickly and utilized not at the crucial moments of the game.”

Enter the Zone provides fans with the opportunity to predict potential outcomes of the game, either prior to or during intermissions. Sample situations include whether Blues forward Ryan O’Reilly or Sharks forward Tomas Hertl will have a higher first-period face-off percentage, or which team will have three shots on goal first.

“We want to make sure fans are locked into action and glued to their TV or at the arena,” Gardner said, adding the game is meant to enhance the action and potentially take off some of the stress off the game for anxious fans.

The cumulative series grand prize isn’t all that’s up for grabs, as each game will also feature prizes for the winners. For instance, the winner of Game 1’s game received two tickets to Game 3, when the series shifts to St. Louis. Other prizes include individual tickets for next season as well as game-used and autographed items. 

“We wanted to make the stakes high for them,” he said. “We want them to know we’d come to the table and give them a big incentive to dive in and play the game.”

Tally CEO Jason LeeKeenan said they want their technology to be user-friendly and free to play for partners, whether those are teams, venues or broadcasts. The deal with the Blues builds off the company’s first partnership with the Portland Trail Blazers for this year’s NBA playoffs.

“It’s great because there’s added excitement to the games,” LeeKeenan said. “We’ve been fortunate to work with teams excited work in the space and kudos to them for rolling it out in the playoffs.”

The Blues will be proactive on their digital channels in reminding fans to play the game, and Gardner said the staff will use a lot of trial and error to determine best practices, even if that means adjusting on the fly. More than anything, though, the series will provide the team with plenty of research. Depending on how the series goes, engagement with Enter the Zone could influence future rollouts of the game or other similar actions, as well how the sponsorship is integrated.

“This is a good opportunity for us to gauge how our fans interact with predictive gaming,” Gardner said. “Sports betting is on the horizon, and this is a good opportunity to see the level of interest our fans have in getting to the predictive-style of gaming.”

The gamification of the series by the Blues is a play toward a trend the industry has heard a lot about in the past year. Between the integration of 5G and the proliferation of sports betting, many prognosticators had long anticipated the arrival of games like Enter the Zone. 

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LeeKeenan said Tally is meant to be a way for all sporting events to build fan engagement similar to how the Super Bowl does. He and Wilson believe predictive gaming will be integrated into every sporting event within the next 10 years, both live and broadcast.

“We’re here to change the game, and we know these types of predictive experiences will dramatically impact engagement around live sporting events over the next decade,” Wilson said in a release.

Launching in a conference final is a pretty significant endeavor for the Blues. It also provides an exciting opportunity to demonstrate proof of concept. 

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Topgolf Lounge Opens New World of Possibilities For Golf

The future of Topgolf is virtual, thanks to the Topgolf Lounges. But could Topgolf also help determine the future of the sport itself?




Topgolf Lounge Golf

Photo Credit: Topgolf

Topgolf has exploded in popularity over the past decade, but the original concept’s physical footprint is a limiting factor of where the golf game can expand. Topgolf believes that limitation will soon be lifted through the introduction of the Topgolf Lounge.

Topgolf Lounges will distill the multi-tier interactive golf game into an indoor experience using the company’s virtual Swing Suite technology and incorporate the entertainment aspects like food and beverage programs into densely packed urban areas and smaller communities. The first location is set to open in the Seattle suburb of Kirkland this fall. The 7,761 square-foot location will have four public Swing Suite bays and a private VIP bay.

“The outdoor experiences have taken communities by storm, and we’re really trying to serve and make golf as accessible as possible,” said Ron Powers, Topgolf Lounge and Swing Suite president. “We know the technology works and the engagement works. Now we need to figure out the balance and an indoor we can extend to highly dense populations.”

READ MORE: Executives Believe Golf’s ‘First-and-10 Line’ Can Help Build the Sport

The Topgolf Swing Suite was developed to offer virtual golf games in compact settings, and the company currently has approximately 130 Swing Suite bays across 50 locations ranging from bars to casinos. Currently, Topgolf licenses out the bays and lets the facility control the pricing and setting.

Within Topgolf Lounges, however, the company controls the whole experience — including pricing, service and food and beverage — and wants to further penetrate markets with their models. Powers called the lounges an “elevated, more intimate” Topgolf experience.

While Powers wouldn’t divulge specific growth plans for Topgolf Lounges beyond the Kirkland debut, he said the company believes the lounge concept is viable in markets across the U.S., specifically two ideal settings. The first is high-density, inner-urban locations — largely on the East Coast in cities like New York, where property isn’t available for the large footprint original concept. For now, the closest access to Topgolf in some regions is 12-to-15 miles on the periphery of a city center, Powers said.

“Now we can bring Topgolf into the core and complement the large facilities,” he said. “It’s thinking about what can we do with the different services to entertain the guests.”

The second is in smaller communities where a full venue might not be justifiable, he said.

“We’re an entertainment platform, but the fact we can mean so much to so many communities and contribute to the game of golf — as an athlete and business guy, I can’t think of a better place to be,” he said. “We have a voracious appetite for growth, and we’re looking to serve communities we’re welcomed in. You’ll see growth, I can guarantee that.”

Powers believes Topgolf can have a place in helping grow the game of golf as well as be an entertainment provider for large swaths of the population. A United States Golf Foundation study found that, of new golfers who’ve played less than three years, 23 percent started at Topgolf. That makes for a considerable opportunity considering that the company welcomes 17 million guests annually between its 53 domestic and four international venues.

In a February article in Golf Digest, World Golf Foundation CEO Steve Mona discussed the role Topgolf plays in growing the sport. He said there isn’t yet a straight line of conversion to golf from the entertainment category, but it’s doing some good.  

“The piece we think is encouraging, particularly when you look at the golf entertainment models, so Topgolf, Driveshack and, in most cases simulator facilities with social components, that’s introducing people to the game in a fun, relaxed, social and non-intimidating environment,” Mona said. “And these things help to overcome some of the perceptions of golf as being not welcoming and too traditional. So to get people into it in an environment like that, it brings people into golf in a way they associate with it being fun and relaxing, and doing things with friends and the things we think will ultimately cause them into the on-course experience.”

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

Now, beyond the original Topgolf experience, the company will look toward the future it has in the virtual space to continue its growth as a business and potential entry point into golf.

Powers joined Topgolf in 2015 coming from the game software space, with the idea to grow Topgolf through technology. Following his arrival, the company soon made an investment in Full Swing Golf, which Powers called the “largest and most progressive golf simulator company in North America.” From there, the company partnered with game developers to rewrite the golf simulator software to replicate the Topgolf experience. Now it’s expanding the offerings with games like zombie dodgeball and hockey and baseball experiences.

Topgolf clearly has ambitious plans moving forward, all in the name of greater entertainment. They may just grow the sport of golf while they’re at it.

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A Look at Richmond Raceway’s Modernized Infield

FanGrounds is the Centerpiece of Richmond Raceway Reimagined, $30 million Infield Redevelopment Project, at America’s Premier Short Track.

Kraig Doremus




Richmond Raceway’s modernized infield is set for its spring debut this weekend and offers fans a variety of unique vantage points of all the action taking place at the 3/4 mile D-shaped oval. Image from Richmond Raceway.

When NASCAR rolls into Richmond Raceway for the Toyota Spring Race Weekend beginning  April 12, fans will experience the spring debut of the DC Solar FanGrounds, a key initiative by Richmond to modernize its track.

The FanGrounds launched during Richmond’s first-ever NASCAR Playoff Race Weekend last fall as part of Richmond Raceway Reimagined, a $30 million infield redevelopment project. Track president Dennis Bickmeier expects a positive reaction from race fans for the spring debut.

“People will be surprised by the access they have at our facility,” said Bickmeier. “We could show a video on it and talk about it, but for people to experience it for the first time last fall was remarkable. We’ve taken testimonials from the September weekend to help promote the FanGrounds for this weekend’s doubleheader.”

One of the unique aspects of the FanGrounds is not only the access it grants fans, but also that everything is centralized in one location.

“We’ve programmed the entire infield with driver Q&A’s, music, food and everything fans want for an authentic, engaging race experience,” said Bickmeier. “It’s basically its own village. The access fans get to the cars and race teams in the Monster Energy NASCAR Cup Series garage is special and something we’re proud to give them at Richmond Raceway.

From driver appearances to exclusive activations and even the pre-race ceremonies, the FanGrounds contains activities for all racing fans attending the action at Richmond Raceway.

From the beginning, Richmond’s executive team decided on a strategy of involving longstanding partners in the redesign. To that end, they approached the likes of MARS, the  Virginia Tourism Corporation, Markel, Virginia Lottery and Eternal Fan about deepening their ties to the track.

“It was a new attraction and gave us something fresh to have a conversation with our partners about,” said Bickmeier. “We came to the table with a new way for them to engage with their customers, and we knew going in that every partner is different. We went to a variety of prospects and had different conversations with each partner about how we could help them meet their objectives in the FanGrounds.”

READ MORE: A Look at the New Foundation of Richmond Raceway’s Ticket Sales

For MARS, its executives wanted the chance to have one-on-one interactions with fans and promote its brand, while also showing off its No. 18 Toyota Camry show car and allowing fans to sample products.  

The Virginia Tourism Corporation brought its storied“Virginia is for Racing Lovers” messaging to the FanGrounds. In addition to their space in one of the FanGrounds’ neighborhoods, the tourism center has a standalone welcome center to help fans make the most of the experience in the Commonwealth of Virginia.

Perhaps one of the most unique activations came following Richmond Raceway’s conversations with the team at Eternal Fan. Eternal Fan got involved with track’s new pedestrian tunnel and launched a Fan Memories program, in which fans can purchase plaques and have them placed on the wall of the pedestrian tunnel, cementing their place as a loyal Richmond Raceway supporter.

“The team at Eternal Fan wanted to be involved with the new memories that fans would make in the modernized infield,” said Bickmeier. “There are many places where you see engraved bricks, but these plaques are truly something different. The Fan Memories idea was not only a first for us but also a first for Eternal Fan.”

Lastly, the track wanted to upgrade its luxury experience and feels it did so with the Victory Lane Club, which will make its spring debut this upcoming weekend and features benefits like access to the driver and crew chief meeting plus a weekend FanGrounds pass. The team at Richmond toured many stadiums through the Southeast, and even nationally, with a focus on what the stick-and-ball sports have done to draw inspiration for the club.

“It’s a small club with slightly more than 100 members,” said Bickmeier. “You see a lot of court and field-level hospitality in traditional stick-and-ball sports. But in racing, hospitality is typically in suites above the grandstands. We wanted hospitality at the ground level, so that’s where our inspiration came from for the Victory Lane Club.”

The Victory Lane Club also features unique vantage points, as fans are able to peer into the garages and see NASCAR teams prepare their cars ahead of the weekend. There’s also rooftop access to see the stock cars rolled out onto the starting grid. . A short trip outside and on to the roof, yes, fans are given access to the roof of the club, provides a breathtaking view of the 3,300-pound stock cars as they are rolled out onto the starting grid.

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The club is all inclusive with a multitude of benefits including a hot pass, access to the driver and crew chief meeting, and a weekend FanGrounds pass.

With race week officially here and Bickmeier believes Richmond’s upgrades will satisfy fans who have come to expect a willingness from the track to push its boundaries.  

“We’ve gained a reputation at Richmond for being willing to try different things and not just sticking to the status quo,” said Bickmeir. “We did that with the way we structured the FanGrounds and the Victory Lane Club. The reaction in the fall was spectacular and we expect that to continue for the spring debut over the Toyota Spring Race Weekend.”

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