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Vivendi Universal SA’s Universal Studios unit today will announce a global marketing alliance with Toyota Motor Corp. that will integrate Toyota with the promotion of Universal theme parks, movies and music, Tuesday’s Wall Street Journal reported.
The deal will result in Toyota (TM) sponsoring theme-park rides, placing its cars in Universal movies and distributing, via Toyota dealerships, special promotional CDs filled with Universal music.
The three-year deal, with an option to extend for two additional years, calls for Toyota to pay a fee described by Universal as “tens of millions” of dollars for the right to link its brand to Universal’s products across the board.
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