Toyota becomes official automotive sponsor of the NFL
Toyota
Toyota has recently secured a significant, multi-year sponsorship agreement with the National Football League (NFL), the most sought-after entertainment property in the industry. The automaker aims to utilize the NFL’s year-round calendar as a robust marketing platform to effectively reach football fans across the United States.
This deal not only replaces Toyota’s previous marketing arrangements with 11 individual NFL teams at local and regional levels but also strengthens its ties with the most influential sports marketing force in the world.
“This agreement elevates us to the national level and gives us prominent exposure with the NFL,” stated David Christ, Group Vice President and General Manager for Toyota.
Christ declined to disclose the financial details of the deal.
The NFL had been lacking an official automotive sponsor since Ford ended its truck sponsorship in 2022, and Hyundai chose not to renew its car sponsorship after the 2019 season.
Toyota has had a presence in NFL telecasts, stadiums, and various properties for many years. In the 1980s, the “Toyota Halftime Show” debuted on ABC’s Monday Night Football, and since 2006, Toyota has been the halftime sponsor for NBC’s Sunday Night Football. The new partnership between Toyota and the NFL will be further bolstered through national TV broadcasts and online media investments.
“Our marketing strategy and values align well with the NFL,” said Christ. “The NFL has a diverse audience, and we are committed to diversity and inclusion. Our target market aligns perfectly with the NFL’s target market.”
Notably, the NFL’s target demographics now include young women. In recent years, the league has been actively trying to attract more female fans, offering stylish apparel, merchandise, and promoting Breast Cancer Awareness Month in October.
However, the attention from young women towards the rumored relationship between Taylor Swift and Kansas City Chiefs tight end Travis Kelce has taken their interest in the NFL to new heights.
“Overall, we are thrilled to see the NFL gaining popularity among women, young girls, and people of color,” Christ commented. “The growth of parents with children under 18 is also significant for both the NFL and Toyota.”
Regarding advertising during the Super Bowl telecast in 2024, Christ mentioned that there is no commitment from Toyota as part of the deal. The decision to advertise during the Super Bowl is evaluated yearly based on the products they are launching and in collaboration with the broadcast partner.
For instance, Toyota did not advertise during the Super Bowl last year after doing so consistently for five years.
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