Toyota Delivers Star-Packed NFL Campaign That Invites Fans to "Roll Deep" Together All Season Long

Rhea-AI Summary

Toyota (NYSE:TM) launched a season-long NFL campaign called "We Roll Deep" to connect Toyota owners and fans with football culture through broadcast, digital, paid social and in-game activations.

The campaign features a debut spot, Team Toyota athletes Eli Manning, Brock Purdy, Puka Nacua, Christian Gonzalez, Michael Pittman Jr., and Kyle Hamilton, and a gameday giveaway with weekly challenges and prizes including NFL tickets, NFL Shop gift cards, Super Bowl LIX tickets and one new 2025 Toyota Land Cruiser. Key early activations cite 9/5 and 9/8 match-based challenges and Latino-focused social content with Christian Gonzalez.

Insights

Brand Partnerships Analyst

Toyota expands NFL activation with season-long content, athlete ambassadors, and fan giveaways—likely to boost engagement and brand visibility through 2024.

Toyota leverages its role as "The Official Automotive Partner of the NFL" to deploy a coordinated campaign across broadcast, digital, social and in-game formats. The campaign pairs a debut spot, a roster of named athletes (Eli Manning, Brock Purdy, Puka Nacua, Christian Gonzalez, Michael Pittman Jr., Kyle Hamilton) and large-scale fan mechanics including a gameday giveaway and weekly challenges that offer prizes up to a new 2025 Toyota Land Cruiser.

The initiative depends on measurable viewer engagement during key broadcasts such as the 9/5 NFL Kickoff and a specified 9/8 primetime game; these activations include concrete triggers (interception, deep pass) tied to prize awards and a $200 NFL Shop gift-card prize. Risks include execution complexity across broadcast prompts, prize fulfillment logistics, and the need for sustained creative rollout beyond the debut spot to keep momentum.

Watch fan participation rates during the season kickoff on 9/5, subsequent weekly challenge entry counts, and the announced sweepstakes milestones (including the Land Cruiser award and Super Bowl LIX tickets) across the 2024 NFL season; assess results across the season timeframe for clear evidence of engagement lift.

The "Official Automotive Partner of the NFL" celebrates every team, every fan, every season with a campaign featuring Team Toyota Athletes Eli Manning, Brock Purdy, Puka Nacua, Christian Gonzalez, Michael Pittman Jr. and Kyle Hamilton

PLANO, Texas, Sept. 4, 2024 /PRNewswire/ -- Toyota Motor North America today unveiled an NFL-themed campaign that highlights Toyota's deep connection to the NFL and its support of football fans across the country. The campaign builds on Toyota's 67-year legacy of playing a grassroots role in football's rise in our communities, to now advancing a modern vision of how the brand will bring Toyota owners closer to the game they love in new and unexpected ways.       

"The Official Automotive Partner of the NFL" will release a season-long schedule of content across linear broadcast, digital, paid social and in-game formats. The content features a debut spot, with additional creative to be shared later this season.

"We Roll Deep Anthem" is an exhilarating spot that highlights the unifying moments that energize football fans across the country, bringing together diverse fanbases with thrilling excitement. The spot 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.

The campaign will debut on Thursday, September 5 during the primetime matchup between the Baltimore Ravens and the Kansas City Chiefs as the two clubs kick off the NFL season on NBC and Peacock.

Toyota's NFL campaign will extend further through these fan-focused moments:

• Toyota's Gameday Giveaway: Toyota will collaborate with NBC to launch an in-game fan engagement feature that will incentivize fans to digitally participate in regular season primetime matchups during select Sunday Night Football games through 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.
  
  To enter, fans can visit www.toyota.com/nfl and check back throughout the season for new weekly challenges and prizes, such as:
  
  
  • 9/5 - Baltimore Ravens @ Kansas City Chiefs (NFL Kickoff): If there is an interception in the second half, 20 fans will each win 2 tickets to a regular season game.
    • BONUS: If it's a Kyle Hamilton interception an additional 5 fans win.
      
      
  • 9/8 - Los Angeles Rams @ Detroit Lions: If a deep pass of 25+ yards is completed in the second half, 200 fans will win a $200 NFL Shop gift card for purchases like a custom team jersey.
    • BONUS: If it's a Puka Nacua reception, an additional 20 fans win.
      
      
• Toyota and Christian Gonzalez will honor the game's deep Latino heritage with an original social media campaign, "We Roll Deep." Featuring Gonzalez, the campaign kicks-off with "Driving a Legend", a series of videos discussing culture, family and football history with gridiron legend Jim Plunkett and Diana Flores, captain and quarterback of the Mexican Women's National Flag Football team and Global Flag Ambassador for the NFL & IFAF, while driving the 2024 Land Cruiser. The social campaign will live on Toyota Latino social channels, and more videos will be shared throughout the season celebrating Latino's passion for football and cultura.
  
  
• Toyota is collaborating with "The Mina Kimes Show featuring Lenny" to mix-and-match NFL personalities with the show's hosts to chat all things family, culture, and hot takes as viewed from their ethnically-diverse upbringings. The initial episode will see Kimes host a connection between two Korean-American football stars, Kyle Hamilton (Ravens) and a special guest, centered on their respective Korean-American heritage. Another episode this fall will feature a conversation between Haloti Ngata (Ravens Legend) and NFL star Puka Nacua.

"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 favorite sport," said Michael Tripp, group vice president of Toyota division marketing. "This campaign demonstrates our commitment to immersing fans further into the excitement of gameday adventures."

Today's news follows a June announcement to advance "football for all' as Toyota was named Presenting Partner of NFL Flag tournaments across the U.S — spanning the NFL Flag Championships & Regional Tournaments as well as NFL Flag League Play. This national and regional sponsorship helps bring non-contact football to boys and girls in 1,800 local leagues.

In the same month, Toyota announced rising stars Puka Nacua, Kyle Hamilton, Michael Pittman Jr. and Christian Gonzalez as the latest additions to its roster of league partners. These players joined a Team Toyota roster that already included Eli Manning and Brock Purdy. Toyota aims to spotlight each player's commitment to their communities, family, culture and NFL fans through the content and experiences they create together. 

About Toyota
Toyota (NYSE: TM) has been a part of the cultural fabric in North America for more than 65 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships. Toyota directly employs more than 63,000 people in North America who have contributed to the design, engineering, and assembly of nearly 47 million cars and trucks at our 12 manufacturing plants. By 2025, Toyota's 13th 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 30 electrified options.

For more information about Toyota, visit www.ToyotaNewsroom.com.

Media Contacts:
Sam Mahoney
980-900-8573
samuel.mahoney@toyota.com 

Shaun Clair, Gray Wolf for Toyota
585-314-7639
shaun@graywolfagency.com

Layton Lassiter, Gray Wolf for Toyota
973-295-0732
layton@graywolfagency.com

 

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SOURCE Toyota Motor North America

FAQ

What is Toyota announcing with its NFL campaign (NYSE:TM) on November 4, 2025?

Toyota announced a season-long NFL campaign called "We Roll Deep" featuring broadcast, digital, social and in-game activations with Team Toyota athletes.

Which athletes are part of Team Toyota in the NFL campaign (TM)?

The campaign features Eli Manning, Brock Purdy, Puka Nacua, Christian Gonzalez, Michael Pittman Jr., and Kyle Hamilton.

When and where did the Toyota NFL campaign debut commercial air?

The debut spot aired during the NFL season kickoff on September 5 during the Ravens vs. Chiefs primetime game on NBC and Peacock.

What prizes does Toyota's Gameday Giveaway offer for TM fans?

Prizes include NFL tickets, NFL Shop gift cards, Super Bowl LIX tickets and one winner of a 2025 Toyota Land Cruiser.

How can fans enter Toyota's NFL gameday challenges (TM)?

Fans enter by visiting www.toyota.com/nfl and completing weekly digital challenges linked to select primetime game moments.

What Latino-focused content is included in Toyota's NFL campaign (TM)?

A social series with Christian Gonzalez titled "Driving a Legend" highlights Latino culture and features Jim Plunkett and Diana Flores.