Legions of fans flocked to stadiums across the U.S. to watch their beloved teams play their hearts out during the 2023 Concacaf Gold Cup, which reached its electrifying conclusion on Sunday in Los Angeles, Calif. Toyota took center stage throughout the tournament as the official automotive sponsor, featuring the powerful Toyota Tundra on site at the games.
Expanding on the success of last year’s “Born to Lend a Hand” campaign, Toyota embarked on a multifaceted marketing effort centered on empowering small businesses. Throughout the tournament, Toyota engaged with and shared the stories of Latino small business owners, solidifying its commitment to the community and the dependability of the Tundra to be there to lend a hand when you need it most.
“Soccer runs deep within the tapestry of Hispanic culture, uniting diverse generations as they rally behind their beloved teams,” expressed Russ Koble, Sports Sponsorships senior manager, Toyota Motor North America. “We were thrilled to once again participate in the Gold Cup tournament, and to share the journey with small businesses and local artists.”
Businesses highlighted on the Gold Cup stage were featured through a variety of elements, including video board mentions, field signage and public announcements. At select games, the Tundra towed-in small businesses to participate in the action. In Dallas, two businesses were featured – Castillo’s Barbershop and Hola Café. Each business shared its services and products with fans during pre-game activities. More details about the businesses featured during the tournament can be found at https://www.toyota.com/espanol/brand/.
Toyota also partnered with soccer legend Luis “El Matador” Hernández, a former Mexican National team player, who shared his inspiring story and helped spread the message of support for Latino small businesses during the tournament. In Dallas, Texas, on July 8, Hernández posed with fans and the Gold Cup trophy outside the stadium.
