#United States #Toyota #San Francisco #Super Bowl #Flag Football

Toyota's Glow Up Classic at Super Bowl LX

In a remarkable display of commitment to the future of flag football, Toyota Motor North America has stepped up its investment in female athletes at Super Bowl LX. The highlight of this year's event is the Glow Up Classic—a thrilling glow-in-the-dark flag football game that features top high school female athletes from the Bay Area. Set to occur on February 4, this unique showdown is a part of Toyota's broader campaign, "All In. All Season."

This season-long initiative supports local NFL FLAG programs and has positively impacted over 300,000 flag football players across the country. Fans engaging with the Toyota brand during the Super Bowl can expect to see a blend of live content and dynamic experiences, including advertisements focused on the momentum of females in sports. By spotlighting female athletes, Toyota aims to inspire a new generation of girls in flag football, enhancing their visibility in the sport.

To add to the excitement, the Glow Up Classic will illuminate the field with whimsical UV lights, where participants will don glowing jerseys and gear. These talented athletes will share the field with renowned on-field mentors from Team Toyota, including NFL stars like Brock Purdy and Puka Nacua, alongside guest referees Eli Manning and Kylie Kelce, heightening the game’s significance and visibility.

Dedra DeLilli, Vice President of Marketing Communications at Toyota, emphasized the power of football in uniting communities and fostering opportunities. "Football does more than bring people together—it creates opportunity in the communities it touches," she stated, underlining Toyota's commitment to not just athletes but also to the communities surrounding them. The initiative is geared towards leaving a lasting impact, evidenced by donations to the 49ers Foundation for field renovations that will benefit future athletes long after the Super Bowl celebrations are over.

Last year's inaugural Glow Up game in New Orleans successfully generated enough momentum to secure permanent lights for nighttime play, promising continued opportunities for young players.

Celebrating Youth Athletes with NFL Honors

Toyota’s influence extends beyond the field, as it also celebrates young achievers through the prestigious NFL FLAG Player of the Year Award. Scheduled for presentation during the NFL Honors on February 5, 2026, this accolade recognizes exceptional male and female youth flag football players.

Empowering Latina Athletes

Understanding the cultural significance of sports, Toyota has specifically supported the journeys of three Hispanic female athletes from New England, providing them with essential training and mentorship, including experiences with the Patriots' Pro Bowl cornerback Christian Gonzalez. Their inspiring journeys are shared via social media, ensuring visibility for their talent and efforts, culminating in participation at Super Bowl LX.

Our Turn Presented by Toyota

In showcasing diverse voices in sports media, Toyota is also investing in a four-part series entitled 'Our Turn.' This content series features Black women in sports media sharing their insights and experiences, further emphasizing Toyota's commitment to social responsibility and community engagement, demonstrating how vital representation is in sports conversations.

Engaging Fans at Super Bowl Experience

Beyond the game, Toyota has prepared exciting engagements for fans at the Super Bowl Experience from February 3 to 7, including hands-on activities showcasing innovative automotive technology. Unique experiences like racing custom NFL-themed mini cars, performing touchdown dances technology-enabled, and trivia challenges will be available for fans. Each activity is designed to deepen the connection between Toyota's brand and NFL passion.

With a long-standing commitment to support not only athletes but their communities and wider sports culture, Toyota's efforts at Super Bowl LX signify a pivotal step towards a brighter and more inclusive future in sports, particularly for young females in flag football.

To learn more about Toyota's ongoing initiatives and contributions to NFL experience, fans can visit Toyota.com/NFL.

About Toyota

Toyota has been instrumental in shaping the American automotive landscape for decades, embodying values of sustainability and innovation. With a workforce dedicated to advancing technology and community outreach, Toyota continues to make significant strides in both mobility and social impact.