PLANO, Texas (July 20, 2023) – Legions of fans packed stadiums across the U.S. to watch their beloved teams give their all during the 2023 Concacaf Gold Cup, which reached its thrilling conclusion on Sunday in Los Angeles, California. As the official automotive sponsor of the tournament, Toyota commanded attention with the presence of the powerful Toyota Tundra in the matches.

Building on the success of last year’s “Born to Lend a Hand” campaign, Toyota embarked on a multifaceted marketing effort focused on supporting small businesses. During the tournament, Toyota engaged with Latino small business owners and shared their stories, solidifying their commitment to the community and reaffirming the Tundra’s reliability in lending a hand when people need it most.

“Football is deeply rooted in Hispanic culture, bringing together diverse generations as they rally behind their beloved teams,” said Russ Koble, Executive Manager of Sports Sponsorships at Toyota Motor North America. “We were delighted to once again participate in the Gold Cup tournament and share this experience with small businesses and local artists.”

The businesses highlighted on the Gold Cup stage appeared in various elements, including mentions on video screens, on-field signage, and public announcements. In select matches, the Tundra brought small businesses into the action. In Dallas, two businesses stood out: Castillo’s Barbershop and Hola Café. Each business showcased their services and products to fans during pre-match activities. For more information about all the highlighted businesses during the tournament, visit: https://www.toyota.com/espanol/brand/.

Toyota also teamed up with legendary footballer Luis “El Matador” Hernández, a former player for the Mexican National Team, who shared his inspiring story and helped spread the message of support for Latino small businesses during the tournament. In Dallas, Texas, on July 8, Hernández posed with fans and the Gold Cup trophy outside the stadium.

Fan Zone, Trophy Exhibition, and More

Copa Oro attendees enjoyed a diverse range of pre-match activities in the Fan Zone, where the Toyota Fútbol Club took center stage. This area attracted football enthusiasts of all ages with games, music, and local art centered around the football theme. Fans also had the opportunity to take photos with the Gold Cup trophy in select spaces.

The campaign was carried out through various channels, including television and digital and social platforms, as well as pre-match activations. The creative and sponsorship elements were developed by Conill, Toyota’s Hispanic marketing partner.

This is the fourth consecutive Concacaf Gold Cup that Toyota has supported as the official automotive sponsor. The tournament showcased the top teams from North America, Central America, and the Caribbean. Now in its 17th edition, the tournament featured 16 national teams competing in 15 stadiums across 14 U.S. and Canadian cities from June 24 to July 16. And in 2024, Toyota will join in the excitement of the inaugural Women’s Gold Cup.

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