Toyota's Glow Up Classic: Empowering Young Girls in Flag Football at Super Bowl LX

Toyota's Glow Up Classic: A Beacon for Young Female Athletes at Super Bowl LX

In a groundbreaking move, Toyota Motor North America is set to make a significant impact at the Super Bowl LX by introducing the Glow Up Classic, an event designed to highlight and empower the future of girls in flag football. The event showcases not only Toyota's commitment to sports but also its dedication to community building and female empowerment.

The Glow Up Classic is part of Toyota's overarching campaign, "All In. All Season," which aims to support athlete journeys throughout the season in collaboration with NFL FLAG. This initiative focuses on local engagements with over 300,000 young players supported by Toyota dealers across the country.

During the high-profile event, held on February 4th, young female athletes from the Bay Area will take to the field under ultraviolet lights, creating a vibrant atmosphere complemented by glowing uniforms and equipment. Notable athletes and mentors from Team Toyota, including Brock Purdy, Puka Nacua, and others, will also be present to inspire these young players. The game will feature special guest referees Eli Manning and Kylie Kelce, adding to the excitement and prestige of the occasion.

One of the significant aspects of Toyota's involvement this season is not just the celebration of the sport but also a commitment to creating lasting legacies in the communities it touches. Following the Glow Up Classic, Toyota will make a generous donation to the 49ers Foundation, aiding in the renovation of the Townsend Buscher Field in Santa Clara. This project will include the installation of permanent lighting, ensuring that young athletes can play beyond typical daylight hours.

Dedra DeLilli, the Vice President of Marketing Communications at Toyota, reflected on the initiative: "American football does more than bring people together; it creates opportunities in the communities it reaches. Through our season-long investment in NFL FLAG, we’re forming not just athletes but the communities around them. The Glow Up Classic underscores the future of the game by fostering young girls in flag football, creating a moment that empowers today’s girls and establishing a lasting legacy."

The Glow Up Classic follows the success of last year's inaugural event, which also took place under unique lighting conditions, resulting in the installation of permanent lights at a field in New Orleans enabling youth to play year-round.

Celebrating Youth Talent with NFL Honors

In addition to the classic, Toyota is set to honor young athletes through the NFL FLAG Player of the Year awards presented during NFL Honors on February 5, 2026. This award highlights remarkable achievements of youth athletes in the flag football community, showcasing the talented individuals who will shape the future of the sport.

Empowering the Next Generation

Toyota's campaign, "Drive for Greatness", signifies the importance of resilience, culture, and family within the Hispanic community. To actualize this initiative, Toyota has actively empowered three young Hispanic female athletes from New England in their flag football journey, providing them with NFL experiences and training sessions with renowned coaches. Their stories have been shared across social media platforms, emphasizing the impact that mentorship and community involvement have on personal and athletic growth.

Additionally, the series "Our Turn Presented by Toyota" aims to amplify the voices of African American women in sports media, addressing pressing topics including the evolution of fashion in the NFL and the rising influence of female athletes.

Interactive Experiences at Super Bowl

For NFL fans attending the Super Bowl Experience from February 3 to 7, Toyota will offer an array of interactive activities showcasing the latest innovations in their vehicle lineup. Engaging attractions such as personalized mini cars representing NFL teams, unique dance challenges in the Toyota Tundra, and artistic experiences with AI drawing robots are designed to immerse attendees in the fun and excitement of the event.

With its initiatives, Toyota is not just driving innovation in the automotive industry but is also steering forward the conversation around young female athletes in sports. The Glow Up Classic is a testament to the positive role sports can play in shaping lives and strengthening communities, highlighting that the future is indeed bright for young women in flag football.