The first experimental evidence of parallel momentum transport generated by the up-down asymmetry of a toroidal plasma is reported. The experiments, conducted in the Tokamak à Configuration Variable, were motivated by the recent theoretical discovery of ion-scale turbulent momentum transport induced by an up-down asymmetry in the magnetic equilibrium. The toroidal rotation gradient is observed to depend on the asymmetry in the outer part of the plasma leading to a variation of the central rotation by a factor of 1.5-2. The direction of the effect and its magnitude are in agreement with theoretical predictions for the eight possible combinations of plasma asymmetry, current, and magnetic field.