February 28, 2024
Toyota and B.A.S.S. extend partnership through 2026
BIRMINGHAM, Ala. — On the 20th anniversary of the partnership between B.A.S.S., the world’s largest fishing organization, and Toyota Motor North America, the long-standing official truck of bass fishing, the two organizations have announced the extension of their partnership through 2026. Toyota will remain the exclusive truck and automotive partner of Bassmaster and the myriad events run by the organization, from the high school level to the Elite Series to the Bass Pro Shops Bassmaster Classic presented by Jockey Outdoors. Toyota will remain at the Platinum Partner level of B.A.S.S. and will also sponsor an exciting new female initiative, BassmastHER, to be rolled out in 2024.
“Toyota is very excited to not only extend our long-term partnership with B.A.S.S., but to amplify our support for anglers through this new agreement,” said Steve Appelbaum, national manager, sponsorship integration, Toyota Motor North America. “We recognize and identify with the passion of bass anglers and the fans that follow the Bassmaster tournament trails and look forward to continuing our support of the bass fishing community and empowering more people to enjoy the outdoors.”
As in years past, the agreement includes Toyota’s sponsorship of the Bassmaster Elite Series, the St. Croix Bassmaster Opens Series presented by SEVIIN, the Strike King Bassmaster College Series presented by Bass Pro Shops, the Strike King Bassmaster High School Series, the Bassmaster Junior Series and the Mercury B.A.S.S. Nation Qualifier Series presented by Lowrance. Of course, Toyota will continue as a premier sponsor of the 2024 Bassmaster Classic to be held in Tulsa, Okla., March 22-24 on Grand Lake O’ the Cherokees.
The very popular Toyota Bonus Bucks program will also continue, awarding cash prizes to Toyota owners participating in Bassmaster events (based on performance).
An exciting new addition to the Toyota sponsorship agreement is the incorporation of the new BassmastHER female initiative. This new program is dedicated to supporting the goals and aspirations of female anglers. Three educational workshops focusing on the fundamentals of bass fishing will be held in conjunction with 2024 Elite Series events. Furthermore, Toyota will sponsor three female anglers participating in Bassmaster events, and their journeys will be shared through the expansive B.A.S.S. media apparatus. The aim is to not only inspire other females to engage in the sport, but also to foster a supportive community moving forward. You can find more information about this initiative at Bassmaster.com/bassmasther.
“Toyota’s enduring partnership with B.A.S.S. extends beyond mere support; it reflects their unwavering commitment to both the angling community and the industry,” said Chase Anderson, CEO of B.A.S.S. “We are excited to spotlight Toyota’s passion for bass anglers through not only our events, but through the new BassmastHER initiative as well. Our organizations put a premium on quality, and together we will deliver amazing events, content and educational opportunities to anglers across all skill levels.”
About Toyota
Toyota (NYSE:TM), creator of the Prius hybrid and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota and Lexus brands, and directly employs more than 63,000 people in North America (more than 49,000 in the U.S.).
Over the past 65 years, Toyota has assembled nearly 47 million cars and trucks in North America at the company’s 13 manufacturing plants. By 2025, the company’s 14th plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles.
Through our more than 1,800 North American dealerships (nearly 1,500 in the U.S.), Toyota sold more than 2.6 million cars and trucks (more than 2.2 million in the U.S.) in 2023, of which more than one quarter were electrified vehicles (full battery, hybrid, plug-in hybrid and fuel cell).