Live Nation has announced a multi-year deal with Toyota to rename their outdoor music venue in Wheatland, California, Toyota Amphitheatre.
The 18,500-capacity venue, located 40 miles north of Sacramento, was previously known as Sleep Train Amphitheatre. It hosted 18 shows last year by artists such as Linkin Park, Kings of Leon and Journey.
“We couldn’t be happier to enter into this marketing relationship with the Northern California Toyota Dealers at our premier live entertainment venue in the Sacramento Valley,” said Marc Abend, senior vice president of venue sales, Live Nation.
“Their 15 area dealerships, industry leading product line up, and cooperative marketing opportunities make this sponsorship alliance a great fit, enabling them to reach, engage and connect with live music fans at our venue.”
As part of the agreement, Toyota’s name will be on the face of all tickets, promotional materials, signage and display space on Live Nation and Ticketmaster sites. Toyota will also enjoy promotional opportunities, including social media mentions, digital advertisements and ride and drive events.
“The prominence of the venue combined with the excitement it creates around the top tier talent helps our Toyota dealers bring that to life through this incredibly visible sponsorship,” added Briana Nelson, assistant general manager of Toyota’s San Francisco regional office