Full-Year Drive: NFL Names Toyota Official Auto Partner, First Since 2019
Wednesday, October 11, 2023 at 04:35PM By Barry Janoff
October 11, 2023: Even with its major domestic and growing international impact, the NFL has been without an official automotive partner since 2019.
That changed today when Toyota and the NFL jointly unveiled a multi-year sponsorship agreement designating Toyota as the league’s “official automotive partner.”
With this agreement, Toyota will be able to “leverage the year-round NFL calendar as a powerful marketing platform to communicate its brand message to football fans across the U.S.”
Financial terms of the deal were not released.
Toyota becomes the NFL’s first official automotive partner since Hyundai decided not to renew its deal after the 2019 season.
Ford ended it alliance as the league’s official truck sponsor in 2022.
"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," Tracie Rodburg, NFL svp-sponsorship management, said via the league.
"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."
Toyota said its new partnership with the NFL would be supported by national broadcast TV and online media buys.
Toyota currently sponsors 11 NFL teams through its network of dealer associations, including the San Francisco 49ers, where quarterback Brock Purdy is the lead brand ambassador.
In the 1980s, the "Toyota Halftime Show," appeared on ABC's Monday Night Football.
In 2006, Toyota became halftime sponsor for NBC's Sunday Night Football, which remains in place.
According to Toyota, “Engaging fans in their environment has never been more critical. With the ability to activate at official NFL events, Toyota will aim to connect with consumers in an authentic way, enhancing their fan experience and driving Toyota brand loyalty.”
"The NFL is the number one sports property in the U.S. with 205 million passionate fans," David Christ, Toyota group vp and GM, said via the company.
"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."
The NFL and Toyota said the partnership would extend beyond the stadium and into communities nationwide. “The league's commitment to growing and prioritizing multi-cultural programs is directly aligned with Toyota's focus on diversity and inclusion, as it seeks to leave no one behind in its goal to provide mobility for all.”
At a regional level, local activations will be driven by Toyota's 1,200-plus dealers nationwide.
“Together, these partnerships will bring the shared mission of Toyota and the NFL into the living rooms and communities of fans across the nation.,” according to Toyota.
"For more than half a century, Toyota and the NFL have brought American families together for memorable experiences and iconic moments," said Christ. "With this partnership, and the combined resources of Toyota and the NFL, the best is yet to come."
Toyota sports alliances also include the International Olympic Committee and the U.S. Olympic and Paralympic Committee.
In addition, the company has naming rights to Toyota Stadium, home to MLS FC Dallas.
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