Toyota North America has launched its largest National Football League (NFL) campaign to date as it enters its third season as the league’s Official Automotive Partner. The “All In. All Season.” initiative aims to increase fan engagement and support community programs throughout the NFL season, from pre-season events through Super Bowl LX.
A key part of this year’s campaign is the Toyota Gameday Giveaways program, which will allow up to 1,500 fans to win exclusive prizes during every “Sunday Night Football” game and select NBC and Peacock broadcasts. Fans can participate by visiting Toyota.com/NFL and taking on real-time game-day challenges, such as predicting second-half touchdowns. One highlight prize is a Toyota Sequoia Capstone signed by San Francisco quarterback Brock Purdy.
“I’ve driven Toyota trucks my whole career, so seeing the brand’s all-in commitment to fans is what I would expect, but handing over my go-to Sequoia keys to a prize winner is pretty wild when you think about it,” said Brock Purdy. “I’ll make sure to leave my mark for whoever wins it – literally, on the dashboard – and take a photo!”
The campaign also emphasizes community impact through continued support of youth flag football. Toyota sponsors more than 300,000 youth NFL FLAG players across the country. As part of these efforts, the company will host the Glow Up Classic—a black-light flag football event for youth—during Super Bowl week in the Bay Area. Afterward, Toyota plans to upgrade a local youth field in the region.
“At every level, football brings together teammates and communities. Even though it’s America’s number one sport, we still have more work to do to get more people playing this great game. Toyota’s support of NFL Flag, the NFL Player of the Year program and the creation of the Glow Up Classic are allowing future superstars the chance to shine,” said spokesperson Eli Manning.
The marketing campaign will feature Team Toyota athletes including Brock Purdy, Eli Manning, Michael Pittman Jr., Kyle Hamilton, Puka Nacua, Jordan Love and Christian Gonzalez in three major advertising spots throughout the season. The first spot titled “All In” will premiere during NBC’s NFL Kickoff game between Philadelphia and Dallas on September 4.
“Few things rally people together and strengthen communities quite like football. This season, we’re all in on getting more kids on the field through NFL Flag, giving fans more ways to engage every week, and creating cultural moments that move as fast as the game itself,” said Dedra DeLilli, vice president of marketing communications at Toyota.
Toyota has been active in North America for nearly 70 years with both its Toyota and Lexus brands operating out of over 1,800 dealerships across North America. The company employs nearly 64,000 people in North America who have contributed to designing and assembling almost 49 million vehicles at its 14 manufacturing plants. In 2025, Toyota began assembling automotive batteries for electrified vehicles at its plant in North Carolina.
More information about ongoing campaigns can be found at www.ToyotaNewsroom.com or by visiting https://www.toyota.com/nfl/.
