Toyota’s multi-year sponsorship agreement with the National Football League (NFL) designates the automaker as the Official Automotive Partner of the NFL. This partnership allows Toyota to utilize the year-round NFL calendar as a marketing platform to connect with football fans in the United States. The agreement is designed to enhance the fan experience, build brand loyalty, and extend the collaboration beyond stadium events into football-loving communities across the country.
Toyota will have the opportunity to engage with fans in an authentic way by activating at official NFL events. This collaboration aligns with the NFL’s commitment to growing and prioritizing multi-cultural programs, which is in line with Toyota’s focus on diversity and inclusion in its goal to provide mobility for all.
“The NFL is the number one sports property in the U.S. with 205 million passionate fans,” stated David Christ, group vice president and general manager, Toyota. “This partnership provides us the opportunity to connect with fans through a wide array of NFL programs and platforms, allowing us to share our brand message and promote our vehicles to a diverse and highly engaged audience.”
This isn’t Toyota’s first involvement with the NFL. In the 1980s, the “Toyota Halftime Show” appeared on ABC’s Monday Night Football, and in 2006, Toyota became the halftime sponsor for NBC’s Sunday Night Football, a partnership that continues today. The new partnership with the NFL will include national broadcast television and online media investments.
“We’re thrilled to welcome Toyota, a brand that has supported both the League’s media partners and its clubs, now as the Official Automotive Partner of the NFL,” stated Tracie Rodburg, senior vice president, Sponsorship Management at the NFL. “Toyota shares the NFL’s strategic vision and goals, prioritizing authenticity and a commitment to their consumers, our fans. We look forward to working together to bring fans exciting programs in the seasons ahead.”
At a regional level, Toyota currently sponsors eleven NFL teams through its network of dealer associations. Local activations will be driven by Toyota’s extensive network of over 1,200 dealers across the United States. Together, these collaborations aim to bring Toyota’s and the NFL’s shared mission into the homes and communities of football fans nationwide.
“For more than half a century, Toyota and the NFL have brought American families together for memorable experiences and iconic moments,” Christ attached. “With this partnership, and the combined resources of Toyota and the NFL, the best is yet to come.”
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