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Toyota Kicks Off Star-Studded NFL Campaign To Celebrate Fan Unity
Toyota Motor North America has launched an NFL-themed campaign, highlighting its strong ties to the NFL and support for football fans nationwide. This initiative builds on Toyota’s 67-year history of grassroots involvement in football, now aiming to bring Toyota owners closer to the game in innovative ways.
"The Official Automotive Partner of the NFL" will roll out a season-long schedule of content across various platforms, including linear broadcast, digital, paid social, and in-game formats. The campaign features a debut spot titled "We Roll Deep Anthem," which showcases unifying moments that energise football fans across the country.
The campaign will debut on September 5 during the primetime matchup between the Baltimore Ravens and Kansas City Chiefs on NBC and Peacock. Toyota’s NFL campaign will also include fan-focused moments like Toyota’s Gameday Giveaway. This feature will incentivise fans to participate digitally during select Sunday Night Football games throughout the 2024 NFL Season.
NBC talent will prompt viewers during the Toyota Halftime Show to watch for key moments in the game for a chance to win exclusive prizes such as NFL tickets, NFL Shop gift cards, Super Bowl LIX tickets, and more. One lucky fan will win a new 2025 Toyota Land Cruiser. Fans can visit www.toyota.com/nfl for weekly challenges and prizes.
Toyota and Christian Gonzalez will honour football’s deep Latino heritage with an original social media campaign called "We Roll Deep." This campaign kicks off with "Driving a Legend," featuring videos discussing culture, family, and football history with gridiron legend Jim Plunkett and Diana Flores while driving the 2024 Land Cruiser. These videos will be shared throughout the season on Toyota Latino social channels.
Additionally, Toyota is collaborating with "The Mina Kimes Show featuring Lenny" to mix-and-match NFL personalities with the show’s hosts to discuss family, culture, and hot takes from their ethnically-diverse upbringings. The initial episode features Kyle Hamilton (Ravens) connecting with another Korean-American football star.
Engaging Content and Experiences
This June, Toyota announced its role as Presenting Partner of NFL Flag tournaments across the U.S., supporting non-contact football for boys and girls in 1,800 local leagues. In the same month, rising stars Puka Nacua, Kyle Hamilton, Michael Pittman Jr., and Christian Gonzalez joined Team Toyota alongside Eli Manning and Brock Purdy.
Michael Tripp, group vice president of Toyota division marketing said: "For more than sixty-five years, Toyota has been there for road trips, practice drop-offs, and tailgates, connecting fans, families, and communities to America’s favourite sport." He added that this campaign demonstrates their commitment to immersing fans further into gameday adventures.
The content features a unified cavalcade of Toyota Nation fans and Team Toyota stars—Brock Purdy (49ers), Eli Manning (NFL Legend), Michael Pittman Jr. (Colts), and Puka Nacua (Rams)—setting off on an adrenaline-packed NFL adventure. More creative content will be shared later this season.
Toyota aims to spotlight each player’s commitment to their communities through content created together. This includes showcasing their dedication to family culture and NFL fans. The campaign continues Toyota's tradition of connecting with football enthusiasts in meaningful ways.
Toyota has been part of North America's cultural fabric for over 65 years. They are committed to advancing sustainable mobility through their brands Toyota and Lexus. By 2025, their new plant in North Carolina will manufacture automotive batteries for electrified vehicles. Currently offering 30 electrified options, they lead in having more electrified vehicles on the road than any other automaker.
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