In a celebration that intertwines football’s generational legacy with community upliftment, Toyota Motor North America (TMNA) has announced an array of immersive experiences at the 2025 Pro Bowl Games in Orlando and Super Bowl LIX in New Orleans. As the “Official Automotive Partner of the NFL,” Toyota aims to amplify stardom on every level, from professional athletes to youth players destined to shape the future of the sport.
“Football is more than a game—it’s a unifying force with the power to transform communities,” said Michael Tripp, group vice president of marketing for Toyota’s division. “Our partnership with the NFL reflects our commitment to cultivating the next generation of talent while uplifting the neighborhoods where they live and play.”
A Platform for Rising Stars
Toyota’s initiatives will kick off at the Pro Bowl Games in Orlando, where it will sponsor the inaugural NFL FLAG HBCU Tournament Presented by Toyota. This groundbreaking event brings together over 250 athletes from Historically Black Colleges and Universities (HBCUs) for a flag football competition from January 30 to February 1. Participants will receive VIP treatment akin to NFL pros, reinforcing Toyota’s dedication to nurturing future stars while highlighting the vital role HBCUs play in expanding the reach of football.
“Our long-standing support for HBCUs reflects a broader commitment to creating opportunities for athletes of all ages to thrive,” said Tripp.
A Glow-in-the-Dark Legacy for New Orleans
In a city known for its vibrancy, Toyota will light up the field—literally—with the “Toyota Glow Up Classic” on February 4. This series of innovative, glow-in-the-dark flag football games will feature local youth athletes decked out in UV-reactive gear. The event is as much about spectacle as substance, drawing attention to the stark statistic that fewer than 20% of children in New Orleans participate in organized sports due to financial barriers.
Beyond the games, Toyota will leave a lasting legacy by installing permanent lighting at the 18th Ward Field, ensuring the community has a well-lit, safe space for sports long after the Super Bowl festivities end.
“This effort underscores the importance of giving young athletes the resources they need to succeed,” said Dedra DeLilli, vice president of marketing communications at Toyota.
Fan Experiences and Superstar Moments
At the Super Bowl Experience in New Orleans, fans will have the chance to ride alongside their favorite NFL stars—virtually, at least. Toyota’s augmented reality feature, housed inside the 2025 Sequoia and Land Cruiser models, will allow participants to co-star in humorous, gameday-inspired vignettes with athletes like Brock Purdy, Christian Gonzalez, and Eli Manning.
“We designed this to let fans experience the thrill of stardom, offering them a chance to connect with our Team Toyota athletes in a fun and immersive way,” said DeLilli.
Honoring Excellence at NFL Honors
The celebration of football’s next generation will culminate on February 6 at the NFL Honors, where Toyota will present the NFL FLAG Players of the Year Award. Two standout athletes—one male and one female—will be recognized for their skill, dedication, and contributions to their communities, exemplifying the values of NFL FLAG.
Toyota’s support extends to 1,800 local leagues and over 750,000 youth athletes nationwide, a testament to its commitment to growing the game through its extensive dealer network.
A Lineup to Match the Spotlight
Toyota’s presence at these marquee events will also serve as a showcase for its latest vehicles, including the 2025 Tacoma TRD Pro Hybrid, Sequoia Capstone, Tailgate Tundra, and 4Runner TRD Pro—each emblematic of the brand’s innovation and connection to adventure.
From Orlando to New Orleans, Toyota’s activations aim to bridge the gap between football’s grassroots and its brightest lights, empowering communities and inspiring the next generation of stars along the way. As Tripp puts it, “Together with the NFL, we’re not just celebrating football—we’re celebrating its power to bring people together.”