Sep 21, 2011 at 03:36 PM
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This Brand Just Spent $1 Million To Sponsor A Beach

Update: The measure passed City Council unanimously so Toyota is now the official vehicle of San Diego's lifeguards. In a separate deal, Sprint could become the "official wireless partner" of the city of San Diego in, if approved, what would be worth $100,000 annually for two years, with three one-year renewal options. The city has budgeted $800K in sponsorship revenue from these type of sponsorship deals this year. More details on the vote here.

The city of San Diego may be about to get a big boost from Toyota if a new sponsorship deal is approved that will provide 34 new vehicles to San Diego lifeguards. The vote will go before the City Council's Budget Committee Wednesday. If approved, Toyota will be known as the "official vehicle" of San Diego's lifeguards.

The two-year agreement, with a built-in option for another two, could be worth as much as $1.1 million if it lasts the full four years, reports.

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