In its third season as the Official Automotive Partner of the NFL, Toyota North America is “All In. All Season” with its player partners, support of league flag football efforts, and its new ads showcasing it all.
Premiering during the NFL Kickoff Game on September 4 between the Philadelphia Eagles and Dallas Cowboys, Toyota’s latest NFL spot showcases its brand and vehicles at tailgate parties, flag football games, and driveway score updates, as the automaker seeks to establish its presence within the NFL ecosystem. It’s helped along the way with cameos from the New England Patriots’ Christian Gonzalez, the Green Bay Packers’ Jordan Love, the Los Angeles Rams’ Puka Nacua, retired New York Giant Eli Manning, and San Francisco 49ers quarterback Brock Purdy—who notably [gifted his entire offensive line Toyota trucks](https://www.49ers.com/photos/san-francisco-49ers-brock-purdy-gifts-o-linemen-new-wheels-for-the-holidays) at the end of last season.
“We have a legacy of being involved in football at the community level for almost 70 years,” said Dedra DeLilli, vice president of marketing communications at Toyota. ”We’ve been there for road trips, for practice, drop-offs, and tailgates, and connecting families, fans, and communities to football for decades, so that was how the campaign was born.”
This season, Purdy plays an even more crucial role for Toyota as its Gameday Giveaways promotion hands out prizes to 1,500 during every NBC NFL game broadcasts that feature weekly challenges, including touchdown predictions. This season, one fan will win a Toyota Sequoia Capstone, driven by Purdy, featuring a signed photo of him with the vehicle on the dashboard.
After Super Bowl 60, meanwhile, Toyota plans to showcase its sponsorship of more than 300,000 NFL FLAG youth football scholarships by once again hosting the Toyota Glow Up Classic, which features flag football players in glowing jerseys playing under blacklights at a Bay Area football field.
The one-off event is a nod to the roughly 700 dealers throughout the U.S, who donate more than $3 million annually to NFL FLAG, pay player registration fees, provide jerseys and shorts, throw kickoff celebrations for new teams, and provide sideline tents. In New Orleans last year, a similar Toyota Super Bowl event led to a youth field receiving a permanent set of lights for night games.
“We’re really excited about how deeply we’ve been able to engage in NFL FLAG at the grassroots level, and we think there’s so much more room for continuous growth,” DeLilli said. “But we feel very appreciative that we’ve had a large portion of our dealers actively engage in supporting the growth of the sport, community by community.”