Colorado State and Toyota Announce Transformative Expansion of 40-Plus Year Partnership

FORT COLLINS – Colorado State Athletics and Rams Sports Properties announced today a transformative partnership expansion with Toyota and Pedersen Toyota, elevating the 40-plus year relationship to new heights.

Moving forward, the collaboration will feature Toyota branding on apron signage at both Canvas Stadium and Moby Arena, significant NIL contributions and sponsorship of premium original content.

"After years of shared success, we're proud to take our partnership with Toyota and Pedersen Toyota to the next level, broadening our impact across the entire athletic department," said Colorado State Director of Athletics John Weber. "Together, we are unlocking new opportunities that will elevate every corner of our athletic department, from student-athletes to facilities and everything in between."

The on-field apron signage featuring Toyota and Pedersen Toyota at Canvas Stadium are behind both endzones, while the on-court apron logos at Moby Arena will be located on the team bench sidelines and debut during the 2025-26 men's basketball season opener against Incarnate Word on Nov. 3.

In support of Ram student-athletes, Pedersen Toyota will make significant contributions to CSU's NIL fund and offer ample opportunities for various athletes to serve as brand ambassadors. Additionally, Toyota was recently announced as the title sponsor of all women's sports at Colorado State University.

"At Pedersen Toyota we truly are driven by community, and that is what this partnership is all about," said Mark Pedersen, President of Pedersen Toyota. "Colorado State University has long been a cornerstone of education, innovation, and community in Northern Colorado. It is both an honor and a privilege to expand the relationship that began decades ago with my father, Gerry Pedersen.

"At Pedersen Toyota, we believe in supporting institutions that shape the future of our region, and CSU embodies that mission. We are proud to strengthen our partnership and support the outstanding student-athletes who represent CSU across all sports. This collaboration reflects our shared commitment to excellence and the continued growth and vitality of our community."

Ahead of the 2025-26 basketball season, Colorado State Men's Basketball will be featured in a new original content series titled Season 1: A Basketball Story, which features Head Coach Ali Farokhmanesh in his first year in Fort Collins and is presented by Pedersen Toyota.

"We're thrilled to take our relationship with Pedersen Toyota to the next level and feature their brand all across Colorado State Athletics," said Ben Lucas, General Manager of Rams Sports Properties. "Mark Pedersen and his team have long been committed to Colorado State Athletics, Rams student-athletes and the Fort Collins community, and this additional commitment proves they are truly driven by community."

Rams Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for Colorado State Athletics and oversees all sponsorship agreements on behalf of the Rams.

About Colorado State Athletics
Colorado State Athletics sponsors 16 NCAA varsity sports competing in the Mountain West. The University is a public research university that serves more than 33,000 students. Founded in 1870 as Colorado's land-grant institution, CSU ensures that students with the talent and desire for a college degree have access to world-class faculty, research and academic excellence. CSU has leading programs in veterinary medicine, occupational therapy, and atmospheric sciences, and excels in areas ranging from infectious disease to clean energy to business. CSU is rooted in the Fort Collins community, has a presence in every county in Colorado, and its academic excellence and innovation impacts the nation and the world.

About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.

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