The New York Red Bulls, of North America’s Major League Soccer (MLS), have announced a marketing partnership with the Greater New York Toyota Dealers Association (GNY TDA).

The multi-year partnership, which designates GNY TDA as the official vehicle of the Red Bulls, includes major team and venue assets, including title sponsorship of the Toyota Terrace and the Toyota Gate.

The Toyota Terrace is a private section of the team's Red Bull Arena that can be hired out by groups, while the Toyota Gate is the southwest entrance into the venue.

The Toyota Title Night will be held on March 23 at Red Bull Arena when the Red Bulls play fellow MLS team Inter Miami (who will likely have Argentine superstar Lionel Messi in their ranks). Additional in-venue assets will include field-level LED signage, video board exposure, and inclusion in all marketing and advertising materials.

The partnership also includes sponsorship of the Red Bulls' youth programs, with visibility for Toyota to over 50,000 players and families in the programs.

Marc de Grandpré, president of the New York Red Bulls, has said: “We are truly proud to welcome Toyota to the Red Bulls family.”

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The Red Bulls – part of the Red Bull multi-club ownership model which also runs teams in Austria and Germany – have won two out of their first three fixtures of the 2024 MLS season.

Dennis Lauzon, president of the GNY TDA, added: “The Greater New York Toyota Dealer Association is proud to be the newest partner of the New York Red Bulls. They’re an organization that values community efforts as much as Toyota does, and we look forward to working together.”

Last December Toyota upgraded its existing commercial deal with the Cricket Australia national body to a shirt sponsorship agreement.

Toyota became the national men’s team’s front-of-shirt partner, with its logo also set to appear on the sleeves of both the men’s and women’s playing shirts.

Its existing partnership with Cricket Australia also covers the Big Bash League and Women’s Big Bash League domestic Twenty20 tournaments, as well as inclusion and diversity programs and community cricket.