Toyota North America has unveiled its most ambitious NFL campaign yet, marking its third year as the league’s official automotive partner. The initiative, titled “All in. All season.”, combines grassroots flag football support, cultural experiences, and fan engagement leading into Super Bowl LX in the Bay Area.
Building on the success of last year’s program, Toyota Gameday Giveaways is back with larger prizes and more opportunities to win. Up to 1,500 fans will be rewarded across the season by completing real-time game-day challenges during NBC and Peacock broadcasts, including Sunday Night Football and the NFL Kickoff. The grand prize: San Francisco 49ers quarterback Brock Purdy’s personal Toyota Sequoia Capstone, complete with his autograph on the dashboard and a commemorative photo. “Handing over my go-to Sequoia keys to a prize winner is pretty wild,” Purdy said. “I’ll make sure to leave my mark – literally, on the dashboard – and take a photo!”
At the heart of the campaign is Toyota’s dedication to NFL Flag, supporting more than 300,000 youth players nationwide. That support culminates in the Toyota Glow Up Classic, a black-light flag football showcase taking place during Super Bowl week. Young athletes will take the field in glowing jerseys under UV lights, creating a unique cultural spectacle. After the season, Toyota will also invest in upgrading a local youth football field, leaving a lasting community legacy once the Super Bowl spotlight moves on. NFL legend Eli Manning praised the initiative: “Football brings communities together at every level. Toyota’s commitment to NFL Flag and events like the Glow Up Classic are giving the next generation a chance to shine.”
With Saatchi & Saatchi as its creative partner, Toyota has built a campaign featuring Team Toyota athletes including Purdy, Manning, Michael Pittman Jr., Kyle Hamilton, Puka Nacua, Jordan Love, and Christian Gonzalez. The anthem spot “All in” will premiere on September 4 during the NFL Kickoff game between Philadelphia and Dallas. Dedra DeLilli, Toyota’s vice president of marketing communications, highlighted the brand’s vision: “Few things rally people together and strengthen communities quite like football. This season, we’re all in on getting more kids on the field, giving fans more ways to engage, and creating cultural moments that move as fast as the game itself.”
Through youth development, cultural showcases, and fan prizes, Toyota’s campaign underscores its role not just as a sponsor, but as an active player in the football community.
