Toyota GB is proud to announce its official partnership with Team GB (the British Olympic Association) and ParalympicsGB (the British Paralympic Association).
The eight-year agreement will extend from this year’s Olympic and Paralympic Winter Games in Pyeongchang, South Korea, through the Tokyo Olympics and Paralympics in summer 2020, the Beijing 2022 Winter Games and Paris 2024 Summer Games.
Andrew Cullis, Toyota GB Marketing Director, said: “Toyota wants to make sustainable mobility accessible for everyone, regardless of age or physical ability. This mission to deliver ever-better mobility for all is at the heart of our brand and resonates with the way in which athletes can inspire people to go further and realise their dreams.
“It is an honour for us to support our national teams as their Official Mobility Partner over a period in which they will be working with utmost commitment and pride to excel in successive winter and summer Olympic and Paralympic Games.”
Start Your Impossible
Toyota GB’s support for the national Olympic and Paralympic teams accords with the spirit of Start Your Impossible, Toyota’s global theme for inspiring the world to move in its role as the Worldwide Mobility Partner of the Olympic and Paralympic Games.
Toyota respects the Games as the world’s biggest celebration of human movement, where the true power of sports to challenge, inspire and unify people can be learned.
Start Your Impossible reflects the many ways in which sport can bring people together and help them achieve their goals through dedication, team-work and the joy and excitement of competition. At a global level, Toyota is working with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC) to help aspiring Olympians and Paralympians reach their dreams, regardless of their circumstances.
High-visibility marketing campaign
The concept of ever-better mobility for all is also central to Toyota’s wide-ranging marketing campaign supporting its Olympic and Paralympic partnership. Designed to amplify the Start Your Impossible theme, it will include original activity and content across TV, print, digital (display, social channels and video) and sponsorships.
Eurosport’s television coverage of the Winter Olympics and Channel 4’s Winter Paralympics coverage will feature Start Your Impossible idents throughout.
Films and images will capture inspiring Start Your Impossible stories, initially focusing on winter sports such as skeleton, para alpine skiing and bobsled. Anthem, the first in a series of four short films, is released this week, with others to follow later in February. The new film can be seen here below.