Toyota Expands Partnership With Team Lucas
CORONA, Calif. – Toyota has renewed its agreement with Team Lucas to be the presenting sponsor of the CBS Sports Spectacular for 12 one-hour network television broadcasts and have the Toyota Tundra as the Official Truck of the Lucas Oil Off Road Racing Series for the 2013 season.
Toyota’s power block on the CBS Sports Spectacular features many of the Team Lucas series racing portfolio: the Lucas Oil Late Model Dirt Series, Lucas Oil Off Road Racing Series, Lucas Oil Drag Boat Series and Lucas Oil Pro Pulling League.
Toyota also supplies Toyota Tundra safety vehicles, has two event title rights and an on-board camera program in Lucas Oil Off Road Racing Series and had a strong on-site presence in the Lucas Oil Chili Bowl Nationals presented by MAVTV, which was held in January in Tulsa, Okla.
“We like what we have with Team Lucas because so much of our motorsports related activities and advertising are in NASCAR and Team Lucas is so diverse and puts us in all different types of racing,” Toyota National Motorsports Manager Don Brown said. “The Team Lucas block gets us exposed to a lot of fans we normally wouldn’t get exposed to.
“It’s a no-brainer, a good addition to what we do without getting involved with teams. It gives us a broad spectrum where we know the fans are different and different age levels. We’re very pleased with the quality of the television production (by Lucas Oil Studios), the quality of the race tracks and the exposure we get.”
Toyota began its involvement with Team Lucas with the Lucas Oil Off Road Racing Series in 2009.
“The off road series was a natural for us,” Brown explained. “We’ve been involved in short course off-road racing going back to Mickey Thompson’s stadium series (in the 1980s) and we were happy with what the Lucas Oil series was doing. With being the Official Truck and having the pace and safety trucks, which get a lot of track time, and signage, we get a lot of television exposure.
“As the Lucas Oil Off Road Racing Series kept improving, Team Lucas made a proposal to expand racing support to do some advertising, sponsorship and marketing. We had become impressed with the Lucas organization and Forrest Lucas and decided to expand into Team Lucas.”
Toyota also sponsors Morgan Lucas Racing in the NHRA Mello Yellow Drag Racing Series.
“We like what we got out of the NHRA with Morgan’s team,” Brown said.
Toyota also receives exposure on the Lucas Oil Off Road Racing Series broadcasts on SPEED, the CBS Sports Network and NBC Sports Network. Including re-airs, there are 148 total hours.
“Toyota is a tremendous partner with Team Lucas,” Lucas Oil Executive Vice-President Bob Patison said. “We’re delighted to have such a productive relationship with one of the giants among the world’s automobile and truck manufacturers.”