Mazda is a major sponsor to several professional sports teams, including:
• Hometown teams:
o Hiroshima Toyo Carp (Nippon Professional Baseball): The "Toyo" part of the team's name is in honor of Mazda's part-ownership of the team since 1968 (when Mazda was still known as Toyo Kogyo). The Matsuda family, descended from the founder of Mazda, holds the majority share in team ownership.
o Sanfrecce Hiroshima (J. League): Originally known as Toyo Kogyo Soccer Club and founded in 1938, it was owned directly by Mazda until 1992 when Mazda reduced its share to professionalize the club for the new J. League.
• Teams abroad:
o Fremantle Football Club (Australian Football League)
o North Melbourne Football Club (Australian Football League)
The company also sponsors various marathon and relay race events in Japan, such as the Hiroshima International Peace Marathon and the Hiroshima Prefectural Ekiden Race, along with numerous other sporting and charity endeavors in Hiroshima and Hofu.[21] Mazda was also the league sponsor for the now-defunct Australian Rugby Championship.
Mazda also maintains sponsorship of the Laguna Seca racing course in California, going so far as to use it for their own automotive testing purposes as well as the numerous racing events (including several Mazda-specific series) that it hosts.[22]
[edit] Marketing
Since 2000, Mazda has used the phrase "Zoom-Zoom" to describe what it calls the "emotion of motion" that it claims is inherent in its cars.[23] Extremely successful and long-lasting (when compared to other automotive marketing taglines), the Zoom-Zoom campaign has now spread around the world from its initial use in North America.[24]
The Zoom-Zoom campaign has been accompanied by the "Zoom Zoom Zoom" song in many television and radio advertisements. The original version, performed by Jibril Serapis Bey (used in commercials in Europe, Japan and South Africa), was recorded long before it became the official song for Mazda as part of a soundtrack to the movie Only The Strong (released in 1993). The Serapis Bey version is a cover of a traditional Capoeira song, called "Capoeira Mata Um". In 2010, their current slogan is "Zoom Zoom Forever". The longer slogan (Used in TV ads) is "Zoom Zoom, Today, Tomorrow, Forever".
Early ads in the Zoom-Zoom campaign also featured a young boy whispering the "Zoom-Zoom" tagline, who eventually was referred to as the "Zoom-Zoom Kid".[25]
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