New transportation options aren’t just impacting how auto companies sponsor. They also are impacting what designation they look for.

Toyota Motor Corp. gains status as official mobility partner as part of its sponsorship of the International Olympic Committee. The category includes vehicles, mobility services and mobility solutions.

Toyota will provide the Games with sustainable mobility solutions including intelligent transportation systems, urban traffic systems and vehicle-to-vehicle communications systems. Sustainability is a key pillar in the Olympic Agenda 2020, the IOC’s strategic roadmap for the future of the Olympic movement.

Vehicles in Toyota’s sustainable mobility solutions portfolio include the Mirai, a hydrogen fuel-cell vehicle; the i-Road, a three-wheeled electric-powered “personal mobility vehicle,” and Winglet, a personal transport assistance robot.

In addition to the IOC, Toyota gains exclusivity in the mobility category as part of new and/or expanded deals with four National Governing Bodies: U.S. Figure Skating, US Ski & Snowboard, U.S. Speedskating and USA Hockey.

Toyota partnered with the NGBs to support its involvement with the 2018 Winter Olympic Games in PyeongChang, South Korea, its first Olympic Games under the IOC pact.

With mobility covering cars, trucks and potentially everything else related to transportation, some properties may be hesitant to give up such as broad designation. Some of those categories may be salable on their own, depriving properties of potential sponsorship revenue.

The National Football League, for example, works with two companies in the auto category: Ford (official truck) and Hyundai (official cars and SUVs). Ride share, car share and other new and/or emerging transportation options also represent salable sponsorship categories.

That wasn’t a concern for Ted Morris, US Speedskating executive director.

The marketing executive was drawn to Toyota’s positioning as a transportation solutions provider and how it does more than transport families from point A to point B.

“That resonated with us, because it’s something that is very important to our organization. We want to make sure elite athletes have their travel logistics taken care of in a seamless way that doesn’t impact their results, down to our members carpooling to get kids to the rink. We didn’t mind sacrificing a broad category because we think it will work for the greater good of our organization.”