New York, New York (March 11, 2020)—Toray Industries (America), Inc., announces that it signed a three-year agreement in October 2019 with the National Football League’s Detroit Lions to be a team partner beginning in 2019 and continuing through the 2021 season. The partnership with the Lions is Toray Industries’ first marketing program conducted in collaboration with a U.S. professional sports team. The Toray Group, the parent company of Toray Industries (America), Inc., has been a supporter of women’s tennis since 1984, when it became the title sponsor of the Toray Pan Pacific Open Tennis Tournament. The Toray─Lions partnership introduces millions of fans to the Toray name and the company’s role in the manufacture of innovative, high-quality materials used by the automotive industry and beyond.
During the inaugural 2019 program, people attending games at Ford Field in Detroit, Michigan, or watching the game remotely saw the official Toray Innovation by Chemistry logo in the stadium and on a variety of digital platforms. As part of Toray’s exclusive Lions “scoring drive” sponsorship there was a stadium-wide announcement that the successful drive was brought to them by Toray. In addition, the Toray name and the Toray slogan “Materials That Drive Automotive Innovation,” were featured in an LED display that encircled the interior of the stadium, and details of the successful drive were posted on the scoreboard. Also inside the stadium, at Gate G near the famous “Ford Column,” a 30-foot-high by 35-foot-wide banner showcased the Toray logo and automotive slogan. The program was rounded out with Toray banner ads posted on the Lions website and app.
“Toray’s partnership with the Detroit Lions is a perfect match for the company,” says Mr. Kei Shimaji, Chief Representative of the Americas and President, Toray Industries (America), Inc. “Several of the U.S.-based Toray companies develop and manufacture advanced-materials technologies that are used by the automotive industry. Toray’s carbon fiber, resins, and foams are specified by U.S. vehicle manufacturer suppliers who help major automotive brands build better, stronger, more efficient, and more comfortable vehicles for American drivers, as well as buyers around the world. Automotive industry leadership knows and trusts the Toray name. Now industry workers and those new to the business are learning about Toray’s commitment to excellence in automotive manufacturing.”
“Opening the door to the auto supplier side of sports partnership marketing has been groundbreaking for the Lions,” said Detroit Lions Executive Director of Corporate Partnerships Dan Lentz. “Our roots in the Motor City are foundational and the opportunity to work with a key global Ford Motor Company contributor, like Toray, will be a beneficial elevation of both of our organizations.”
The Toray Group is the world leader in synthetic fibers and textiles, carbon fibers, plastics, chemicals, pharmaceuticals, and high-performance films and has annual sales exceeding US$21 billion. The Toray Group believes that materials can change lives and provide real solutions to the challenges the world faces. Toray Industries (America), Inc., comprises eight companies in the U.S., five of which are focused on the R&D and manufacture of technology for the automotive industry and contribute to Toray’s Automotive Solutions. They include the Toray Resin Company (TREC), Toray Composite Materials (America), Inc. (CMA), Toray Advanced Composites USA, Inc. (TACUS), Zoltek Corporation, and Toray Plastics (America), Inc. Each business unit works closely with customers to develop the material innovations required for building the world’s next-generation of automobiles.