Toyota Motor Sales U.S.A., Inc. is doubling down on its longstanding partnership with AEG to maintain presence in a key market and promote a new vehicle.

The automaker last month announced a multiyear, multimillion-dollar extension of four high-profile properties in Southern California: founding partner status with the Staples Center, L.A. Live and the StubHub Center and cosponsorship of the LA Kings.

In addition, Toyota is expanding its involvement with AEG music festivals with two new deals on behalf of its new C-HR (“Coupe High Rider”) crossover. Those include Panorama in New York City and the FYF Fest in Los Angeles.

The deals build on existing partnerships with the Firefly Music Festival in Dover, Del. and last weekend’s Stagecoach music festival in Southern California, the latter of which is “powered” by Toyota.

Toyota will activate Panorama and FYF with vehicle display, lead collection and branded digital content (performance and non-performance), said Andrew Klein, AEG Global Partnerships senior vice president.

AEG last month launched AEG Studios, an in-house content agency charged with developing original content for brand partners. 

Toyota uses its partnership with Staples Center and other AEG properties in Southern California to maintain presence in a key market.

“Los Angeles is a mecca for the sports and automotive industries, and we are excited to deepen our ties with AEG, a true leader in live entertainment,” said Jack Hollis, group vice president and general manager of the Toyota Division at Toyota Motor North America, in a statement.

The partnership goes back decades. Toyota has been a founding partner of Staples Center since 1999, L.A. Live since 2007 and the StubHub Center since 2003. The automaker has sponsored the LA Kings for the past 27 years.

The sponsorship includes permanent vehicle displays across the L.A. Live campus and Staples Center; sponsorship of the Lexus Club in Staples Center; designated vehicle charging stations at L.A. Live; and the continuance of Toyota’s longstanding LA Kings car giveaway at the end of the NHL season.