Toyota North America has announced the launch of its largest NFL campaign to date as it enters its third season as the Official Automotive Partner of the league. The “All In. All Season.” initiative aims to increase fan engagement and support youth football programs across the country, running from pre-season events through Super Bowl LX.
The campaign will include expanded regional and national flag football initiatives, supporting nearly a quarter million youth players. A key feature this year is the return of Toyota Gameday Giveaways, where up to 1,500 fans can win prizes throughout the season by participating in real-time challenges during every “Sunday Night Football” game and select NBC and Peacock broadcasts. Among the prizes is Brock Purdy’s favorite Toyota Sequoia Capstone, signed by the San Francisco quarterback.
“NFL fans know the season is full of surprises — but they can count on us to bring excitement to them every week while investing in the future of football through supporting the next generation,” said Dedra DeLilli, vice president, marketing communications at Toyota. “From gifting a truck signed by Brock Purdy to the glow-in-the-dark showdown at Super Bowl LX to our commitment to NFL Flag, Toyota is showing up for fans all season and for seasons to come.”
Brock Purdy commented on his involvement: “I’ve driven Toyota trucks my whole career, so seeing the brand’s all-in commitment to fans is what I would expect, but handing over my go-to Sequoia keys to a prize winner is pretty wild when you think about it,” he said. “I’ll make sure to leave my mark for whoever wins it – literally, on the dashboard – and take a photo!”
Toyota continues its sponsorship of more than 300,000 youth NFL FLAG players nationwide. The company will also host its Glow Up Classic event during Super Bowl week in the Bay Area—a black-light flag football game featuring youth athletes in glowing jerseys under UV lights. Afterward, Toyota plans improvements for a local youth field in an effort to provide lasting benefits for young athletes even after Super Bowl activities conclude.
Eli Manning stated: “At every level, football brings together teammates and communities. Even though it’s America’s number one sport, we still have more work to do to get more people playing this great game. Toyota’s support of NFL Flag, the NFL Player of the Year program and the creation of the Glow Up Classic are allowing future superstars the chance to shine.”
The campaign will be supported by advertising featuring Team Toyota athletes such as Purdy, Manning, Michael Pittman Jr., Kyle Hamilton, Puka Nacua, Jordan Love and Christian Gonzalez.
“Few things rally people together and strengthen communities quite like football. This season, we’re all in on getting more kids on the field through NFL Flag, giving fans more ways to engage every week, and creating cultural moments that move as fast as the game itself,” said DeLilli.
Toyota’s new anthem spot titled “All In” will premiere during NBC’s broadcast of Philadelphia vs Dallas on September 4.
Toyota has operated in North America for nearly 70 years with over 64,000 employees contributing across design, engineering and manufacturing operations at 14 plants. In 2025, its North Carolina facility began assembling automotive batteries for electrified vehicles.
More information about ongoing campaigns can be found at www.ToyotaNewsroom.com or https://www.toyota.com/nfl/.
