The NFL Draft is happening this week in the vibrant city of Green Bay, Wisconsin, where excitement fills the air as fans and teams gather for this highly anticipated event. Brands like Toyota are taking a fresh approach to their marketing initiatives, presenting innovative strategies that stand in contrast to their efforts from the previous year in Detroit, Michigan.
For the 2025 NFL Draft, Toyota serves as the official Red Carpet sponsor. As part of the NFL Draft Experience, fans can enjoy a unique opportunity to make their own grand entrance with a red carpet walk. Toyota’s support of NFL FLAG extends through Day 3 of the Draft, highlighted by a special moment where an NFL FLAG player announces a draft pick. The activation is further amplified by digital content featuring NFL influencers, Team Toyota athlete Jordan Love, and NFL Media.
While the NFL Draft is a national event, Toyota is placing a strong emphasis on local relevance to create meaningful fan engagement on the ground. This focus is why the brand’s approach in Green Bay is purposefully different from activations held last year in Detroit or more recently at Super Bowl LIX in New Orleans.
To kick off Draft Week, Toyota launched its “Grand Entrance” campaign, anchored by the debut of new creative for the 2025 Toyota Grand Highlander on April 21. The featured spot showcases a group of young NFL FLAG football players arriving at their game in full “game day drip,” mirroring the swagger of their NFL heroes. The spot started to roll out across linear, digital, and social platforms ahead of the NFL Draft.
Dedra DeLilli, Vice President of Marketing Communications at Toyota Motor North America, said the brand’s sponsorship of the NFL Draft Red Carpet aims to create an experience for fans beyond what they see on TV. In partnership with NFL Media, the coverage will highlight top Draft prospects as they pay tribute to those who helped them along their journey, emphasizing that greatness doesn’t ride solo. Additionally, at the Draft Experience footprint, fans will have the opportunity to step onto the red carpet for a shareable video moment.
“The NFL is the most powerful cultural platform in U.S. sports, with unparalleled reach and diversity,” she said. “Only a season and a half in, we’ve built strong momentum and have seen significant lifts in some of our key brand metrics. From day one, we focused on building clear, authentic connections with fans and driving sponsorship awareness.”
Toyota Doubles Down on Influencer Strategy for 2025 NFL Draft
Toyota is elevating its influencer strategy for the 2025 NFL Draft, reflecting a broader evolution within its NFL programming. With the Draft taking place in Green Bay, the brand has tapped Team Toyota athlete and hometown quarterback Jordan Love as a central figure in its campaign. His local connection and national profile make him the ideal ambassador to bring the brand’s message to life during this high-profile moment.
Compared to the 2024 Draft in Detroit, influencers are playing a significantly larger role in Toyota’s activation. With picks coming off the board rapidly, having influencers on-site allows for the creation of timely, relevant content that drives engagement. This expanded strategy aligns with Toyota’s overarching messaging but is tailored to maximize impact across platforms.
“It all still ladders up to our overall strategy and messaging, but is targeted for maximum engagement,” said DeLilli.
Toyota’s partnership with NFL Media further goes beyond its red carpet presence, which will be hosted by 14-year-old media sensation Jazzy Guerra, known for her vibrant and engaging style. The brand is also reuniting with key influencers from its Super Bowl LIX activation: NFL personality Annie Agar, a who is also a Green Bay Packers fan, will appear at the Draft Experience alongside NFL FLAG players, while NFL insider Ian Rapoport will help capture and share key moments on Day 3. Jordan Love will also help amplify Toyota’s presence across social and earned media on a national scale.
