Ep 119 – Inside Sponsorship at Toyota – Dedra DeLilli

As a worldwide brand, with huge awareness, it is no surprise that Toyota leverages sponsorships as part of its marketing mix.

Toyota believes that mobility goes beyond cars and wants to support people in their efforts to get across town, across a room, and through life. Toyota also believes in the power of sport, and its ability to connect people with diverse backgrounds as they compete with mutual respect towards a common goal. Through sport, the Olympic and Paralympic Games bring together the entire world to celebrate the highest realization of humanity, and it is the elite Paralympic athletes who truly demonstrate that when a person is free to move, anything is possible.

Toyota is helping drive towards a better world. Part of that better world is Toyota becoming a part of The Olympic Partner program in 2015. As the Worldwide Mobility Partner, Toyota is committed to mobility as a source of inspiration and as a way to improve the quality of life for all. As per that commitment, Toyota also became a Worldwide Paralympic Partner in 2015.

And to take us into what that really means at Toyota, and the wider sponsorship portfolio, we welcome Dedra DeLilli, Group Manager, Sponsorship Marketing, at Toyota.

Dedra has spent time at two well-known brands, Citigroup and TD Ameritrade, before joining Toyota as Group Manager, Olympic/Paralympic Marketing, and then progressing to Group Manager, Sponsorship Marketing, at Toyota.

As you’ll hear, Toyota doesn’t see the Olympics and Paralympics as separate partnerships. Inside Toyota, if you say Olympics, you are expected to say “and Paralympics.” as well.


Have an idea or topic you would like us to cover in future episodes? Reach out to us directly at bspod@koresoftware.com. 

Inside Sponsorship

Inside Sponsorship is the show that provides sponsorship professionals with advice, insights and news so that they can maximise their commercial programs and achieve best practice.

Content Grasshopper is a boutique marketing consultancy where I help clients, of all sizes, develop marketing that focuses on a ‘marketing through teaching’ approach to engage their target audience, demonstrate expertise, and build trust as a pathway to conversion or action.

Partnership Optimization Activation Engagement Starts Here.

Partnership Optimization Activation Engagement Starts Here.

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