T-Mobile Arena, Las Vegas’ premier destination for world-class sports and live entertainment, has entered into a landmark partnership with the Southern Nevada Toyota Dealers, naming Toyota a Founding Partner and the arena’s first-ever Official Automotive Sponsor. The multi-year agreement, negotiated by AEG Global Partnerships, marks a significant milestone for the venue and establishes a powerful alliance between two brands recognized for performance, innovation, and strong community engagement.
The partnership represents more than a traditional sponsorship arrangement. Instead, it reflects a shared commitment to delivering memorable experiences, supporting local communities, and connecting with audiences in authentic and meaningful ways. By aligning with T-Mobile Arena, Toyota becomes an integral part of the venue’s identity and its ever-expanding portfolio of sports, music, and entertainment events that attract millions of visitors annually.
A Strategic Alliance Built on Shared Values
Southern Nevada Toyota Dealers comprise a network of locally owned and operated dealerships that have served the Las Vegas community for decades. Known for their customer-first approach, strong regional roots, and broad product portfolio, the dealers collectively represent one of the most influential automotive retail groups in the Southwest.
Toyota’s lineup—ranging from the durable Tundra and Tacoma pickup trucks to fuel-efficient hybrids and advanced electric vehicle options—caters to a wide spectrum of drivers and lifestyles. Whether supporting off-road adventures, daily commuting, or sustainable mobility goals, Toyota vehicles have become a familiar presence on Southern Nevada roads.
According to Robby Findlay, President of the Southern Nevada Toyota Dealers Association, the partnership reflects Toyota’s desire to be woven into the cultural and entertainment fabric of Las Vegas.
For us, this partnership is about more than visibility—it’s about being part of the energy that defines this city,” Findlay said. “As a Founding Partner and the first automotive brand to align with T-Mobile Arena, we’re honored to take on this role and excited to continue connecting with fans in bold, meaningful ways and connect the Toyota brand with one of the most recognizable destinations in the city.
Elevating the Fan Experience Inside T-Mobile Arena
As a Founding Partner—a premium and category-exclusive designation—Toyota will benefit from extensive integration throughout T-Mobile Arena’s live entertainment ecosystem. The partnership includes a wide range of digital and physical brand touchpoints designed to enhance fan engagement while reinforcing Toyota’s presence in a high-traffic, high-energy environment.
These integrations include prominent signage placements throughout the venue, immersive on-site vehicle displays, and customized branding elements visible during sporting events, concerts, and special performances. One of the most notable features of the agreement is Toyota’s naming entitlement to one of the arena’s five VIP suite entrances, now officially branded as the “Toyota Suite Entrance.”
In addition to physical branding, fans can expect a variety of interactive activations, exclusive promotions, and experiential moments that bring the Toyota brand to life. These initiatives are designed to connect directly with attendees and create memorable touchpoints that extend beyond the event itself.
Celebrating the Partnership with Fan-Focused Initiatives
To mark the launch of the partnership, fans attending select events at T-Mobile Arena during the fall season will have the opportunity to participate in a special sweepstakes offering the chance to win a brand-new Toyota 4Runner. The giveaway underscores Toyota’s focus on rewarding fans while showcasing one of its most iconic and adventure-ready vehicles.
Additional fan-facing components will include branded digital and social media content, custom concourse installations, and interactive displays that align with the venue’s modern, immersive atmosphere. Together, these elements are designed to elevate the overall guest experience while maximizing brand exposure in a way that feels organic and engaging.
A Milestone for T-Mobile Arena
For T-Mobile Arena, the agreement represents a historic moment as the venue finalizes its first automotive sponsorship since opening its doors in 2016. The arena has become one of the most prominent entertainment venues in North America, hosting major concerts, award shows, combat sports, and serving as the home of the NHL’s Vegas Golden Knights.
Massimo Bizzarro, General Manager of T-Mobile Arena, emphasized the significance of the partnership and its alignment with the arena’s mission.
This is a historic moment for T-Mobile Arena as we finalize our first automotive relationship,” Bizzarro said. “We look forward to the collaboration with Southern Nevada Toyota Dealers and the commitment both our team and they have to the local community.
The partnership strengthens T-Mobile Arena’s roster of high-profile corporate partners while reinforcing its role as a hub for innovation, fan engagement, and community connection.
Deep Roots in Las Vegas and Beyond
The Southern Nevada Toyota Dealers have long been active supporters of the Las Vegas sports scene, including an established partnership with the Vegas Golden Knights. Their expanded presence at T-Mobile Arena represents a natural evolution of that relationship and further solidifies Toyota’s position as a key supporter of professional sports and live entertainment in the region.
Beyond Las Vegas, the Toyota Dealers Association maintains strategic partnerships across multiple Western states, including Nevada, Arizona, and Colorado. Their high-visibility presence at venues such as Ball Arena in Denver highlights the group’s broader regional influence and commitment to aligning with premier sports and entertainment destinations.
This latest agreement builds on that momentum, reinforcing the dealers’ reputation as one of the most respected and forward-thinking automotive groups in the Western United States.
Driving Community Impact and Long-Term Value
At its core, the partnership is designed to deliver value not only to fans and attendees, but also to the broader Southern Nevada community. Toyota and T-Mobile Arena will collaborate on community-focused initiatives throughout the duration of the agreement, supporting local causes and strengthening the connection between the arena, the brand, and the region it serves.
With millions of visitors from around the world passing through T-Mobile Arena each year, the partnership also positions Toyota at the center of one of the most globally recognized entertainment destinations. This exposure allows the brand to engage with diverse audiences while reinforcing its reputation for reliability, innovation, and performance.
A New Chapter Begins
Together, Southern Nevada Toyota Dealers and T-Mobile Arena are set to deliver high-impact experiences that reflect the excitement of live entertainment and the enduring appeal of one of the world’s most trusted automotive brands. By combining Toyota’s legacy of innovation with the energy and spectacle of T-Mobile Arena, the partnership establishes a foundation for long-term success and meaningful fan engagement.
As the collaboration unfolds, fans can expect a steady stream of interactive experiences, exclusive promotions, and community-driven initiatives that enhance every visit to the arena—while positioning Toyota as an essential part of Las Vegas’ sports and entertainment story.
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