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Toyota signs extension with Sonoma Raceway

June 18, 2014, Staff report,

The deal will marks 10 years of sponsorship with the Sonoma track

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Toyota, which has served as co-title sponsor of the annual Sprint Cup Series race at Sonoma Raceway since 2007, will continue in that capacity for at least three more years, the track announced Wednesday.

The multi-year extension is with Toyota Motor Sales USA and the Northern California Toyota Dealers, and will mark 10 years of sponsorship with the Sonoma, California track, which hosts NASCAR's premier division once again Sunday.


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"Sonoma Raceway is one of the premier motor-sports venues on the West Coast and our partnership enables us to showcase the freshest line up of cars, trucks and SUVs in the industry," Henry Hansel, president of the Northern California Toyota Dealer Advertising Association, said in the release announcing the extension.

The agreement also includes hospitality, extensive signage, promotional rights and other assets during major event weekends in Sonoma, including comprehensive, interactive displays for race fans during the June NASCAR event.

"We could not be more proud of our association with the Toyota brand, their terrific lineup of cars and trucks and the outstanding group of dealers in our region," said Steve Page, Sonoma Raceway president and general manager. "We are grateful for their support of the raceway and the NASCAR event and look forward to working together for many years to come."

The 2014 season marks Toyota’s 10th anniversary participating in NASCAR national series competition. In 2004, the manufacturer entered the NASCAR Camping World Truck Series with the Tundra and moved into the NASCAR Sprint Cup Series and NASCAR Nationwide Series with the Camry beginning in 2007.  Toyota has won nine manufacturers championships -- three in the NNS and six in the NCWTS, as well as five driver’s championships. 


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