LA Auto Show Sees Media Partnerships, Sponsorship More Than Double

The Los Angeles Auto Show has seen its media partnerships and sponsorships increase by 130% year-over-year, signaling a shift beyond a traditional auto exhibition to a broader consumer engagement platform. This growth is particularly concentrated in the fourth quarter, coinciding with key holiday shopping periods.

The surge in participation is driven by demand from lifestyle, technology, financial services, gaming, entertainment, and consumer brands seeking direct access to consumers during peak shopping seasons like Thanksgiving and Black Friday. Notably, Chevron with Techron has become the first energy company to serve as a presenting sponsor in the show's 119-year history.

The event, commencing with AutoMobility LA Industry & Media Day, will open to the public at the Los Angeles Convention Center for ten days. It anticipates drawing hundreds of thousands of consumers, families, shoppers, car enthusiasts, content creators, and industry leaders. Los Angeles serves as the largest automotive market in the U.S. and a significant global hub for consumerism, entertainment, and technology.

Terri Toennies, President of the Los Angeles Auto Show, stated that this year's sponsorships are record-breaking in terms of investment and brand diversity. She highlighted the show's evolution into a lifestyle platform, enabling brands to create experiences, tell stories, and connect directly with consumers by integrating marketing, media, content, and commerce.

The show has historically attracted a wide array of brands from sectors including technology, financial services, travel and leisure, fashion, entertainment, and retail. Major companies such as Amazon, Visa, Hulu, and Intel have previously participated. The auto show offers an environment where consumers spend hours, engage with experiences, and interact directly with brands, making it a valuable venue for fourth-quarter marketing efforts.