Does Toyota prefer long-term sponsorship partnerships or one-year deals?

Toyota strongly prefers long-term partnerships, not one-season or one-race deals. Just like their approach to customer relationships at dealerships, they want partners who will be with them for years. Contract length varies depending on the series, driver, and situation - it could be one year or five years - but their goal is always building lasting relationships. Short-term thinking is less attractive because it takes several years for branding impressions to sink in and create associations with the company.