Toyota Locks in Automotive Category Exclusivity With the NFL

It's the first automaker with exclusive rights to the category since 2019

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The National Football League is dividing sponsorships into narrower categories and bringing more brands to the game, but Toyota wants automotive all to itself.

The automaker just announced a multiyear sponsorship agreement with the NFL that gives it broad access to the league’s branding and symbols—as well as its roughly 205 million fans. The league hasn’t had an exclusive automobile sponsor since its deal with Hyundai reached the end of the road in 2019, and has since cleaved vehicle sponsorship into smaller categories (Ford’s F-150 was a truck sponsor for a time) and team-by-team arrangements.




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