This year’s NFL Draft, which took place in Detroit, MI, was the place for brands to come out and interact with fans.

It was clear that the NFL Draft spotlighted many local businesses, including Kansas City’s food scene, as well as the excellent barbecue, which is a huge part of what Kansas City is famous for. The spotlight focused on the automotive industry and the real estate market this year.

Toyota is among the brands present at the NFL Draft, hosting a passport-style fan engagement at the NFL’s fan festival throughout the week. Little Caesars and Rocket Mortgage also had a presence in Detroit. A total of five Toyota vehicles were used to choose new stars: a 2024 Tacoma, a 2025 Toyota Crown Signia, a 2024 Land Cruiser, a 2025 Camry, and a newly unveiled 2025 4Runner.

Toyota’s Fan Engagement and Sponsorship

As Toyota North America’s Head of Sponsorships, Dedra DeLilli explained, the brand is partnering with San Francisco 49ers quarterback Brock Prudy for its new campaign, following the success of its Super Bowl campaign. With its new ad spot, Prudy gives upcoming draft picks fun and lighthearted advice. With this initiative, Toyota reaches a wider audience with digital and broadcast media while highlighting NFL prospects. The red carpet for the NFL Draft is also sponsored by Toyota.

“It is really exciting for us to be able to celebrate the moment in which these young players’ lives are truly changed,” she said. “We feel honored to play a small role in that moment in time, which is changing lives.”

The Toyota live content series “Jazzy’s World TV” features interviews from top draft prospects, led by Jazlyn “Jazzy” Guerra, a 13 years old content creator. DeLilli said the reason the brand wanted Guerra is because they wanted to celebrate the next generation of NFL players.

“She’s a young and shining star in her own right so for her to be able to tap into her own audience and leverage the experience that she has, the humor that she brings, the lightheartedness that she brings, it was it was a great fit for us to be able to celebrate her as a young future star,” said Delilli.

Rocket Mortgage’s “Dreammate” Initiative: Bringing Homeownership Dreams to Life

Rocket Mortgage showcased an interactive house as part of the NFL Draft Experience in light of the NFL Draft taking place in Detroit in 2024. An immersive and memorable experience is provided when attendees interact with art installations, view sports memorabilia in the trophy room, and participate in Instagrammable activations featuring their “Dreammate.” 

In line with its current campaign, Rocket Mortgage will donate $10 to Habitat for Humanity, capped at $250,000. For each use of the hashtag #RocketDreammate on TikTok or Instagram until the end of the NFL Draft on April 27, 2024. By aligning with a cause that resonates with Rocket Mortgage’s values of community and support, this initiative enhances Rocket Mortgage’s brand image and supports the dream of homeownership for deserving Americans.

Casey Hurbis, SVP of Brand Experiences & Strategic Partnerships at Rocket Mortgage, highlighted that the “Dreammate” campaign resonates with individuals who have achieved their goals with support from mentors and allies. It aims to inspire and instill hope in people, emphasizing the belief that anything is possible. Rocket Mortgage takes pride in being a “Dreammate” for countless individuals striving for homeownership, serving as a reliable resource in their journey to finding a home.

“We wanted to deliver a memorable experience for fans and decided to offer surprise and delight moments with celebrity appearances, Instagrammable decorations around the house and a way for people to experience home while many visitors from all over flocked to our city,” said Hurbis.

As a longstanding partner of the NFL, Rocket Mortgage found it fitting to collaborate on an initiative centered around the NFL Draft, particularly as the company’s hometown of Detroit geared up to host this iconic event.

“We knew this was a legendary moment we wanted to be part of – especially because Rocket played such a key part in bringing the Draft to downtown Detroit,” said Hurbis. “Dreams are made in this city and we wanted to find a way to share that sentiment with people all across the country with the introduction of our Dreammate campaign.”

Little Caesars Engages Fans with NFL Draft Promotion and Community Event

Little Caesars launched its 2024 NFL Draft Your Toppings Challenge, allowing fans to create custom-topping pizzas and earn a free bread item. Additionally, the brand partnered with COTS Detroit to host a community event at its headquarters, where over 300 residents enjoyed food, fun, and football, with the Little Caesars Love Kitchen serving hot meals.

The event featured music, games, and special guest appearances, while also marking a significant moment as Little Caesars donated $50,000 to COTS Detroit. The brand spokesperson told us they wanted to do a special promotion that would allow fans to see the action for themselves, where fans competed in challenges to win a free slice of pizza, and the turnout was higher than expected due to the accessibility of the NFL Draft in Detroit, which resulted in a strong turnout for the brand.