Toyota’s Super Bowl Experience
Super Bowl LX isn’t just about what happens on Sunday—it’s about the moments, communities, and futures being built all season long. This year, Toyota is showing up All In. All Season. with unforgettable fan experiences, powerful storytelling, and a bold investment in the future of flag football—especially for girls.
From a glow-in-the-dark flag football game under the lights to hands-on activations at Super Bowl Experience, Toyota is turning Super Bowl week into a celebration of innovation, inclusion, and opportunity.
A Season-Long Commitment to the Athlete Journey
Super Bowl LX marks the culmination of Toyota’s “All In. All Season.” campaign, a nationwide effort supporting NFL FLAG programs and youth athletes across the country. Through partnerships with Toyota dealers, more than 300,000 flag football players participated in local league play this season—strengthening communities and creating access to the game at the grassroots level.
Along the way, fans were invited to join the journey, with chances to win weekly prizes—including a first-ever opportunity to score Brock Purdy’s favorite Toyota Sequoia Capstone.
The Toyota Glow Up Classic: A Moment for Females in Flag
The future of football takes center stage on February 4 with the Toyota Glow Up Classic, a one-of-a-kind, glow-in-the-dark flag football game spotlighting elite high school female athletes from the Bay Area.
Played under UV lights on the same field that hosts the Pro Bowl Games just one day earlier, the Glow Up Classic transforms the game into a spectacle—complete with glowing jerseys, illuminated gear, and on-field mentorship from Team Toyota athletes. Scheduled appearances include Brock Purdy, Puka Nacua, Michael Pittman Jr., Kyle Hamilton, and Jordan Love, with Eli Manning and Kylie Kelce stepping in as guest referees.
Beyond the game itself, Toyota is leaving a lasting legacy in Santa Clara by donating to the 49ers Foundation to help fund permanent lighting for the Townsend Buscher Field renovation—ensuring youth athletes can continue to play long after Super Bowl week ends.
The Glow Up Classic builds on last year’s inaugural event, which resulted in permanent lighting at New Orleans’ 18th Ward Field—still supporting youth play today.
Honoring the Next Generation at NFL Honors
Toyota’s commitment to youth athletes continues at NFL Honors on February 5, where the NFL FLAG Player of the Year Presented by Toyota Award will recognize standout female and male youth flag players who exemplify leadership, performance, and passion for the game.
Super Bowl Experience: Fans Take the Wheel
Fans can step into the action at Super Bowl Experience with the Toyota Touchdown Drive, running February 3–7. Interactive activations showcase Toyota’s innovation and creativity across its vehicle lineup, including:
- The Drive: Racing custom NFL team-branded mini bZ slot cars
- The Dance: Recording touchdown dances from the bed of a Toyota Tundra
- The Draw: Creating AI-generated sketches with a tech-forward art robot
- The Drop: Testing Team Toyota trivia knowledge for collectible prizes
All In—On and Off the Field
From supporting hundreds of thousands of youth athletes to creating unforgettable Super Bowl moments, Toyota’s presence at Super Bowl LX is about more than football. It’s about investing in communities, elevating underrepresented voices, and lighting the path forward for the next generation of players—especially girls in flag football. Because the future of the game doesn’t just happen, it’s built.
