• by Tanya Gazdik , July 20, 2023

Luis “El Matador” Hernández, legendary soccer player from the Mexican National Team, poses with the Tundra in Dallas.

Toyota partnered with soccer legend Luis “El Matador” Hernández for its efforts around the 2023 Concacaf Gold Cup, which concluded last weekend in Los Angeles.

The automaker took center stage throughout the tournament as the official automotive sponsor, featuring the Toyota Tundra pickup truck on site at the games.

"Soccer runs deep within the tapestry of Hispanic culture, uniting diverse generations as they rally behind their beloved teams," says Russ Koble, sports sponsorships senior manager, Toyota Motor North America.

Expanding on last year's "Born to Lend a Hand" campaign, Toyota embarked on a multifaceted marketing effort focused on empowering small businesses. The sponsorship and creative elements were developed by Conill, Toyota’s Hispanic marketing partner.

The campaign was executed across broadcast, digital, and social media platforms, as well as through on-site activations.

Throughout the tournament, Toyota engaged with and shared the stories of Latino small business owners -- and Hernández, a former Mexican National team player, shared his inspiring story.

Businesses highlighted on the Gold Cup stage were featured through a variety of elements, including video board mentions, field signage and public announcements.  

At select games, the Tundra towed in small businesses to participate in the action. In Dallas, two businesses were featured: Castillo’s Barbershop and Hola Café. More details about the businesses featured during the tournament can be found online.

This is the fourth consecutive Concacaf Gold Cup that Toyota has supported as the official automotive sponsor. Now in its 17th edition, the tournament included 16  teams from North America, Central America, and the Caribbean facing off in 15 stadiums in 14 U.S. and Canadian cities from June 24 – July 16.  

In 2024, Toyota will join the the inaugural Women’s Gold Cup tournament.