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Summertime Deal Will Spotlight Redone Sienna Minivan

Published on .

NEW YORK (AdAge.com) -- Toyota Motor Sales USA's Toyota brand is taking over as title sponsor of the live concerts that air Fridays from May to October on the Today Show on General Electric Co.'s NBC.

Terms of the sponsorship weren't disclosed. Toyota will use the sponsorship to spotlight its redone Toyota Sienna minivan, which launches in the spring.

The music series' previous sponsor was the Egg Board.

Toyota Marketing Communications Manager Deborah Meyer said the buy marks Toyota's return to early-morning TV and that it plans signage and other on-site activities at Rockefeller Plaza, where the concerts are staged.

Toyota's U.S. division is based in Torrance, Calif.

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