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Toyota Becomes Official Automotive Partner of the National Football League

  • Toyota signs multi-year sponsorship deal with the National Football League
  • Toyota will use NFL platforms to enhance brand awareness, consideration, and loyalty
  • Toyota supports grassroots NFL programs for community development

PLANO, Texas (Oct. 11, 2023) – Toyota and The National Football League (NFL) have announced a multi-year sponsorship agreement, making Toyota the Official Automotive Partner of the NFL.

Through this partnership, Toyota plans to utilize the year-round NFL calendar as a strategic marketing platform to reach football fans across the United States.

Engaging with fans in their own environment is increasingly important. With the opportunity to participate in official NFL events, Toyota aims to connect with consumers in an authentic manner, enriching their fan experience and promoting loyalty to the Toyota brand.

“The NFL has 205 million passionate fans, making it the number one sports property in the U.S.,” said David Christ, group vice president and general manager of Toyota. “This partnership allows us to engage with fans through various NFL programs and platforms, enabling us to share our brand message and showcase our vehicles to a diverse and highly engaged audience.”

The partnership extends beyond the stadium and into football-loving communities across the nation. Toyota’s commitment to diversity and inclusion aligns with the NFL’s focus on growing and prioritizing multicultural programs, as they both strive to provide mobility for everyone.

“We’re delighted to welcome Toyota as the Official Automotive Partner of the NFL, as they have supported the League’s media partners and clubs,” said Tracie Rodburg, senior vice president of Sponsorship Management at the NFL. “Toyota shares the NFL’s strategic vision and goals by prioritizing authenticity and commitment to their consumers, our fans. We look forward to collaborating to bring fans exciting programs in the future seasons.”

Toyota is already familiar to NFL fans. The “Toyota Halftime Show” first appeared on ABC’s Monday Night Football in the 1980s. In 2006, Toyota became the halftime sponsor for NBC’s Sunday Night Football, a sponsorship that is still ongoing. Toyota’s new partnership with the NFL will be supported by national broadcast television and online media investments.

At a regional level, Toyota currently sponsors eleven NFL teams through its network of dealer associations. Local activations will be driven by Toyota’s 1,200+ dealers across the country. Together, these partnerships will bring Toyota and the NFL’s shared mission into the living rooms and communities of fans nationwide.

“For over fifty years, Toyota and the NFL have created memorable experiences and iconic moments for American families,” added Christ. “With this partnership and the combined resources of Toyota and the NFL, there is even more excitement to come.”

About Toyota

Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. for over 65 years. They are committed to advancing sustainable, next-generation mobility through their Toyota and Lexus brands, along with their nearly 1,500 dealerships.

In the U.S., Toyota directly employs over 49,000 people who have contributed to the design, engineering, and assembly of more than 33 million cars and trucks at their nine manufacturing plants. By 2025, Toyota’s 10th plant in North Carolina will start producing automotive batteries for electrified vehicles. As the automaker with the most electrified vehicles on the road, Toyota currently offers 26 electrified options.

Through their Driving Possibilities initiative, the Toyota USA Foundation has pledged $110 million to create innovative educational programs within historically underserved and diverse communities near their 14 U.S. operating sites.

About the NFL:

The National Football League is the most popular sports league in America, consisting of 32 franchises that compete annually for the Super Bowl, the world’s biggest annual sporting event. Founded in 1920, the NFL created the model for successful modern sports leagues, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the country.