Toyota Named the Official Automotive Partner of the National Football League

Oct 16, 2023

On October 11th, Toyota and the National Football League officially announced the two brands have entered into a multi-year sponsorship agreement designating Toyota as the OFficial Automotive Partner of the NFL!

Toyota Signs Multi-Year Sponsorship Deal with the National Football League
Leverages NFL platforms to build Toyota brand awareness, consideration, and loyalty
Toyota to support grassroots NFL programs aimed toward elevating communities

“The NFL is the number one sports property in the U.S. with 205 million passionate fans,” said 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.”

Thanks to this exciting agreement and year-round marketing platform power, Toyota will be able to communicate its brand message to football fans across the US. Toyota aims to connect with consumers in an authentic way, enhancing their fan experiences while simultaneously driving Toyota Brand Loyalty. Through the ability to activate at official NFL events, Toyota will be able to engage fans in their favorite environments and create lasting brand awareness.

This current partnership will also extend beyond just the bright lights of the stadium and cheering fans, and into football-loving communities across the country. The League’s commitment to prioritizing and cultivating multicultural programs coincides with the Toyota focus on diversity and inclusion, allowing Toyota to work in tandem with the NFL, providing mobility for all and to leave no one behind.

At a regional level, Toyota is no stranger to close relationships with the NFL brand. Eleven NFL teams currently receive Toyota Sponsorship through its network of dealer associations. Local activations will be driven by 1200+ Toyota dealers across the US.

“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,” said 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.”

This isn’t the first time that Toyota has worked with the NFL. In the 1980s, the “Toyota Halftime Show” first premiered on ABC’s Monday Night Football. Later, in 2006, Toyota handled the halftime sponsorship for NBC’s Sunday Night Football, a relationship that has been ongoing ever since. Now, with this new partnership, relationships continue to build on the shared mission of the NFL and Toyota, reaching fans through their living rooms and communities all around the country.

“For more than half a century, Toyota and the NFL have brought American families together for memorable experiences and iconic moments. With this partnership, and the combined resources of Toyota and the NFL, the best is yet to come,” David Christ added.

The NFL helps unite communities by delivering the most exciting sports and entertainment experiences in the world. Similarly, Toyota helps support people and enrich communities worldwide by leading the way to the future of mobility.

With our commitment to quality and innovation, we bring our A-game every day to meet the challenges facing our future. See for yourself how excited we all are about this partnership—watch the video.