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| NFL Secures Toyota to Fill Open Auto Category |
The NFL has recently inked a groundbreaking partnership with Toyota, marking the league's first combined car and truck sponsorship deal in a decade. This strategic move fills a significant void by teaming up with one of the NFL's most prominent advertisers. Toyota has now become the "Official Automotive Partner" of the NFL, granting the company exclusive activation rights at marquee events like the Super Bowl and other league-related activities. The automaker is already a notable media buyer, particularly in NFL broadcasts, even holding naming rights for the halftime show of "Sunday Night Football" since its inception on NBC in 2006.
Although the specific duration of this collaboration remains undisclosed, it encompasses both cars, including electric and internal combustion vehicles, and trucks within the United States. Previously, Hyundai held the car category until their partnership expired in 2019, and Ford's truck rights lapsed in 2021. The last time the NFL engaged in a combined deal for both cars and trucks was with General Motors, which concluded in 2014.
The precise assets Toyota will receive under this agreement are yet to be revealed, but they are guaranteed a substantial presence at NFL events. Toyota North America Group's Vice President and General Manager, David Christ, shared that this sponsorship opens up new avenues for Toyota and the NFL to collaborate on shared marketing objectives, a level of synergy not attainable through traditional commercials.
Christ explained, "Obviously the activations will be a big part of it, but it's about aligning our marketing strategies with the areas the NFL is growing. People of color, we're very focused on growing our success in diverse communities, and women and young girls, all are growth areas for the NFL, and we think that aligns well with our marketing plans."
It's essential to note that this deal does not extend to luxury cars, which remains available for sponsorship. Furthermore, Toyota's local dealerships have secured 11 individual deals with various NFL teams at the moment.
The negotiations for this significant partnership were orchestrated by Toyota North America Group Manager of Sponsorship Strategy, Integration, and Auto Shows, Dedra DeLilli, with support from MKTG, a prominent sports marketing agency. MKTG will also play a pivotal role in the activation of this collaboration, emphasizing Toyota's wholehearted commitment to the partnership.
DeLilli emphasized, "We do not enter into these partnerships lightly, and when we enter these partnerships, we go all in." This underscores the seriousness and dedication that both Toyota and the NFL bring to this groundbreaking collaboration.
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