- 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
PLANO,
Texas, Oct. 11, 2023 /PRNewswire/ -- Toyota and
The National Football League (NFL) jointly announced today they
have entered into a multi-year sponsorship agreement designating
Toyota as the Official Automotive Partner of the NFL.
With this agreement, Toyota will leverage the year-round NFL
calendar as a powerful marketing platform to communicate its brand
message to football fans across the U.S.
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," 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."
The partnership will extend beyond the bright lights of the
stadiums and into football-loving communities across the country.
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.
"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."
Toyota is no stranger to fans of the NFL. In the 1980s, the
"Toyota Halftime Show," first appeared on ABC's Monday Night
Football. In 2006, Toyota tackled halftime sponsorship for
NBC's Sunday Night Football, an engagement that remains in
place today. Toyota's new partnership with the NFL will be enhanced
by national broadcast television and online media investments.
At a regional level, Toyota also currently sponsors eleven NFL
teams through its network of dealer associations. Local activations
will be driven by Toyota's 1,200+ dealers across the U.S. Together,
these partnerships will bring the shared mission of Toyota and the
NFL into the living rooms and communities of fans across the
nation.
"For more than half a century, Toyota and the NFL have brought
American families together for memorable experiences and iconic
moments," Christ added. "With this partnership, and the combined
resources of Toyota and the NFL, the best is yet to come."
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the
U.S. for more than 65 years, and is committed to advancing
sustainable, next-generation mobility through our Toyota and Lexus
brands, plus our nearly 1,500 dealerships.
Toyota directly employs more than 49,000 people in the U.S. who
have contributed to the design, engineering, and assembly of more
than 33 million cars and trucks at our nine manufacturing plants.
By 2025, Toyota's 10th plant in North
Carolina will begin to manufacture automotive batteries for
electrified vehicles. With more electrified vehicles on the road
than any other automaker, Toyota currently offers 26 electrified
options.
Through its Driving Possibilities initiative, the Toyota
USA Foundation has committed
$110 million to create innovative
educational programs within, and in partnership with, historically
underserved and diverse communities near the company's 14 U.S.
operating sites.
About the NFL:
The National Football League is America's most popular sports
league, comprised of 32 franchises that compete each year to win
the Super Bowl, the world's biggest annual sporting event. Founded
in 1920, the NFL developed the model for the successful modern
sports league, including national and international distribution,
extensive revenue sharing, competitive excellence, and strong
franchises across the country.
Media Contacts:
Toyota Motor North America
Sam Mahoney
Samuel.Mahoney@toyota.com
National Football League
Greta Rosenblum
greta.rosenblum@nfl.com
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SOURCE Toyota Motor North America