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Toyota Sponsors First Major Norteno Tour

LOS ANGELES (CelebrityAccess) — Automaker Toyota has signed on as the official presenting sponsor for Latin superstar Julión Álvarez's first headlining tour of the United States.

During Álvarez's 22-date tour, Toyota will have a visceral presence, with branded content and and vehicle integration at hosting venues, as well as a strong promotional effort on social media, according to Billboard.

"We don't do a ton in terms of music tours as a brand, so the fact that we're aligning ourselves with Julión shows the value we place in this tour," Tyler McBride, Toyota’s Engagement Marketing Manager, told Billboard.

Álvarez's upcoming tour is also notable in that it's the first North American arena outing for a Norteño act, with shows planed for venues such as Madison Square Garden, The Forum in L.A., Phillips Arena in Georgia and American Airlines Center in Dallas. –

"It's very special to become one of the first Mexican regional singers to go an arena tour," Álvarez told Billboard. "It's the type of successes you want to share with all your fans that have always supported you." – Staff Writers