Thanks to success on the track, a “robust” media push and strong on-site sponsorship activation, Toyota achieved its highest-ever recognition rate among NASCAR fans this past season.

According to SportsBusiness Journal/Daily’s 10th annual NASCAR sponsor loyalty study, conducted by Turnkey Sports & Entertainment, 46.5% of “avid” NASCAR fans identified Toyota as an official sponsor, up from 41.8% in 2015. Chevy was the second-most recognized automobile brand at 39%, followed by Ford at 32%.

“Since entering NASCAR competition in 2004, we’ve seen our brand acceptance rise to the level or even exceed our competitors in the sport,” Ed Laukes, VP of Integrated Marketing Operations for Toyota Motor Sales U.S.A. told SportsBusiness Journal’s Adam Stern. “It speaks to the opportunity NASCAR provides a brand like Toyota.”

Turnkey and SBJ/SBD have been conducting sponsor loyalty studies across a variety of North American major leagues for more than ten years. For more information on the series, please contact us.