Toyota Brings Glow Up Classic to Super Bowl LX, Investing in the Future of Girls in Flag
Toyota (NYSE:TM) brings the Glow Up Classic to Super Bowl LX (Feb 4, 2026), spotlighting high school female athletes in a black-light flag football exhibition and pairing the activation with two Super Bowl ads and season-long NFL FLAG support.
Sentiment and the balance of points
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Rhea-AI Summary
Toyota (NYSE:TM) brings the Glow Up Classic to Super Bowl LX (Feb 4, 2026), spotlighting high school female athletes in a black-light flag football exhibition and pairing the activation with two Super Bowl ads and season-long NFL FLAG support.
Toyota says it supports 300,000 players via dealers, will donate to the 49ers Foundation for permanent field lighting, and will celebrate youth FLAG athletes at NFL Honors on Feb 5, 2026.
Positive
- Season-long NFL FLAG support for 300,000 players through Toyota dealers
- Donation to 49ers Foundation to fund permanent lighting for Townsend Buscher Field
- High-profile Super Bowl activations including two ads, Glow Up Classic, and NFL Honors recognition
Negative
- None.
Details
News Market Reaction – TM
On Jan 30, the day this news came out, TM closed 0.09% below the previous close.
Data tracked by StockTitan Argus for the Jan 30 session.
Key Figures
- NFL FLAG players supported
- 300,000 players
- Players supported by Toyota dealers in local NFL FLAG league play
- NFL FLAG Player of Year date
- February 5, 2026
- NFL FLAG Player of the Year Presented by Toyota at NFL Honors
- Super Bowl Experience dates
- Feb. 3–7
- Toyota Touchdown Drive at Super Bowl Experience
- Dealerships in North America
- more than 1,800
- Toyota and Lexus dealerships in North America
- North America employees
- nearly 64,000
- Toyota direct employment in North America
- Vehicles built in North America
- nearly 49 million
- Cars and trucks designed, engineered, and assembled to date
- Manufacturing plants
- 14 plants
- Toyota manufacturing plants in North America
- Battery plant milestone year
- 2025
- North Carolina plant began assembling automotive batteries
Historical Context
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Tacoma named Truck of Texas again and highlighted record sales performance.
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Next-gen Mapbox-based navigation debuting in 2026 RAV4 and future models.
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Reported higher 2025 U.S. sales and strong electrified vehicle mix and investments.
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Donation to Music Will supporting music education for over one million students.
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Bilingual holiday ads and new support for Boys & Girls Clubs of America.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Key Terms
ai technical
AI-generated analysis. How Rhea-AI works. Not financial advice.
Toyota Brings the Vehicle Lineup including the all-new RAV4 and bZ to Super Bowl LX with Live Content and Unforgettable Experiences for NFL Fans
Super Bowl LX marks the apex of Toyota's "All In. All Season." campaign, which delivers community impact through regional and national NFL FLAG support, with more than 300,000 players supported by Toyota dealers nationwide in local league play. Fans also had the chance to win weekly prizes, including a first-ever opportunity to score Brock Purdy's favorite Toyota Sequoia Capstone.
Toyota Glow Up Classic at Super Bowl LX
The game's future - Females in Flag - will be spotlighted during this unique black-light flag football showdown (February 4) that gathers the Bay Area's top high school female athletes on the same field that hosts the Pro Bowl Games a day earlier.
Under UV lights and in glowing jerseys and gear, the athletes will take the field in a one-of-a-kind spectacle alongside on-field mentors from Team Toyota. Currently scheduled to appear: Brock Purdy, Puka Nacua, Michael Pittman Jr., Kyle Hamilton, Jordan Love. Officiating the glow-up action are guest referees Eli Manning and Kylie Kelce.
Toyota will also leave a lasting legacy after Super Bowl LX ends by donating to the 49ers Foundation to support lighting costs of the Townsend Buscher Field renovation project in
"Football does more than bring people together—it creates opportunity in the communities it touches," said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America. "Through season-long investment in NFL FLAG, Toyota is shaping not only athletes, but the communities around them. Our Glow Up Classic in
The game returns after last year's inaugural glow-in-the-dark exhibition resulted in permanent lights at
Celebrating NFL FLAG Stars at NFL Honors
Toyota continues to celebrate youth athletes through the NFL FLAG Player of the Year Presented by Toyota Award, honoring standout female and male youth FLAG athletes at NFL Honors on February 5, 2026.
Drive for Greatness
For Latinos, the drive for greatness means moving forward con todo y con todos, carrying family, culture, and resilience into every step. To bring this to life this season, Toyota has empowered three female Hispanic youth athletes from the New England area on their flag football journey, providing them with NFL experiences and flag football training with elite youth trainer Lorenzo Perry, mentorship from Latino influencer AJ Ramos, and inspired by Patriots Pro Bowl cornerback and Team Toyota athlete Christian Gonzalez's unbreakable spirit. The young athletes' experiences were shared on social media this season. Their journey follows Gonzalez to
Our Turn Presented by Toyota
Toyota is bringing its belief that football strengthens communities to life with a four-episode content series amplifying the voices of Black women in sports media, offering perspectives not often heard in mainstream sports conversations. Starring NFL Network personalities Sherree Burress and MJ Acosta-Ruiz as they take the 4Runner for a drive, Our Turn explores topics including the evolution of fashion in the NFL, the rise of women in flag football, and the growing influence of Black women in sports media.
Super Bowl Experience
Toyota is bringing fans inside the action at Super Bowl Experience with a lineup of hands-on activations showcasing innovation across its vehicle portfolio.
- The Drive: Fans race custom NFL team-branded mini bZ slot cars while rallying behind their favorite team.
- The Dance: Fans step into the bed of the Toyota Tundra to perform a one-of-a-kind touchdown dance, captured and delivered as a digital video to their mobile device.
- The Draw: A tech-forward art moment where fans bring their game face to life through an AI sketch robot.
- The Drop: Interactive trivia challenges fans' Team Toyota knowledge for a chance to win a collectible jersey keychain.
Fans can visit the Toyota Touchdown Drive at Super Bowl Experience from Feb. 3–7.
For more on Toyota season-long experiences, visit Toyota.com/NFL.
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in
Toyota directly employs nearly 64,000 people in
For more information about Toyota, visit www.ToyotaNewsroom.com.
Media Contacts:
Sam Mahoney
samuel.mahoney@toyota.com
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SOURCE Toyota Motor North America
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