• by Tanya Gazdik , Yesterday

In its third season as the official automotive partner of the NFL, Toyota is going all out. 

The brand’s “All In. All Season.” campaign effort is its “most ambitious commitment yet,” according to the automaker. 

Saatchi & Saatchi is the lead creative agency. The automaker is working with Gray Wolf, an earned media agency designed for amplifying partnerships and sponsorships. 

The effort will focus on community impact through regional and national flag football support for nearly a quarter million youth players, says Dedra DeLilli, vice president, marketing communications, at Toyota.

“NFL fans know the season is full of surprises — but they can count on us to bring excitement to them every week while investing in the future of football through supporting the next generation,” DeLilli says in a release.

The Toyota Gameday Giveaways returns after a breakout inaugural year. Throughout the entire season, from kickoff through Super Bowl LX, up to 1,500 fans will win prizes by playing along in real time. 

During every "Sunday Night Football" game -- and special NBC and Peacock broadcasts like "NFL Kickoff" and Wild Card playoffs -- fans can visit Toyota.com/NFL to take on game-day challenges, such as predicting a second-half rushing or receiving touchdown.

This season’s big prizes: Brock Purdy’s favorite Toyota Sequoia Capstone, complete with a photo of the San Francisco quarterback with the vehicle, and his signature on the dashboard.

Capping the season-long support, the Toyota Glow Up Classic returns -- a black-light flag football showdown set for the week of Super Bowl LX in the Bay Area.

“Few things rally people together and strengthen communities quite like football,” DeLilli says. “This season, we’re all in on getting more kids on the field through NFL Flag, giving fans more ways to engage every week, and creating cultural moments that move as fast as the game itself.”

Toyota’s marketing around the NFL includes spots featuring Team Toyota athletes gathered together in three key spots throughout the season, including the debut anthem spot called “All In.”

“All In” captures how emotions rise and fall throughout the season. The spot debuts during the NFL Kickoff game between Philadelphia and Dallas, Sept. 4 on NBC.