Denver seeks $861,000 Toyota sponsorship extension for three venues
The proposed two-year extension would raise Toyota’s agreement to $2.091 million and continue its exclusive auto-category partnership at Red Rocks through May 2029.
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Denver Arts & Venues is asking City Council to approve a two-year extension of its Toyota sponsorship, adding $861,000 to the existing $1.23 million agreement and bringing the total to $2.091 million. The amendment would extend the agreement from its current end date of May 31, 2027, through May 31, 2029, according to the city’s contract request form.
The sponsorship covers Red Rocks Amphitheatre, the Denver Performing Arts Complex and the Colorado Convention Center. The request lists signage, an on-site presence, in-market promotions and digital advertising among the benefits, but does not assign them to particular venues.
Toyota’s original three-year agreement, which began June 1, 2024, made the Denver Region Toyota Dealers Advertising Group the exclusive marketing partner in the auto category at Red Rocks. The executive summary says the proposed extension would continue that exclusive partnership at Red Rocks through May 31, 2029. It does not specify whether exclusivity would apply at the other two venues.