At Super Bowl LX in Las Vegas, Toyota Motor North America activated its season-long “All In. All Season.” NFL FLAG program with the debut of the Glow Up Classic, a glow-in-the-dark flag football game featuring the Bay Area’s top high school female athletes. Under ultraviolet lighting and wearing luminous jerseys, 22 players competed on the Pro Bowl Games field on February 4, guided by mentors from Team Toyota including Brock Purdy and Puka Nacua. High-profile guest referees Eli Manning and Kylie Kelce officiated the one-of-a-kind exhibition, which Toyota promoted through two national ads during the game broadcast and integrated into a multi-platform content push reaching an estimated 25 million viewers across linear and digital channels.

Toyota’s NFL FLAG initiative has supported more than 300,000 youth athletes this season through dealer-sponsored leagues in 48 states, funding regional tournaments, team equipment grants and weekly social media prize draws. During Super Bowl week, Toyota pledged a $500,000 donation to the 49ers Foundation to install permanent LED lighting at Townsend Buscher Field in Santa Clara—a follow-up to last year’s installation at New Orleans’ 18th Ward Field that now serves over 1,200 kids in local leagues. Additionally, Toyota will honor outstanding players at NFL Honors on February 5 with the NFL FLAG Player of the Year Presented by Toyota Award for both female and male youth athletes.

In its fiscal year ending March 2026, Toyota reported record global deliveries of 10.5 million vehicles, up 3.7% from the prior year, cementing its position ahead of Volkswagen Group’s 9 million and Hyundai Motor Group’s 7.27 million units. Hybrid models led the charge in the U.S., where combined Toyota and Lexus sales rose 7.3% to 2.93 million units. Despite an estimated 1.45 trillion yen cost from U.S. automotive tariffs, the company absorbed duties through a mix of local production expansion and targeted cost-reduction measures, allowing it to raise its full-year operating profit forecast by 4% compared with November projections.

Toyota’s North American electrified lineup reached a milestone this season with the launch of the bZ series alongside the all-new RAV4 at Super Bowl Experience activations, where over 15,000 fans participated in hands-on demos February 3–7. The bZ4X and upcoming bZ3 drew particular interest, generating 8,200 test-drive registrations and 12,000 newsletter sign-ups via the Toyota Touchdown Drive interactive program. Meanwhile, the company’s dealer network grew by 1.2% to 1,824 outlets, supporting an electric vehicle sales increase of 42% year-over-year and positioning Toyota to achieve its goal of 3 million annual EV sales in North America by 2030.