TOYOTA Australia has partnered with the National Football League (NFL) as the official automotive partner of the 2026 NFL Melbourne Game.

It is the latest in sponsorships with major sporting businesses, including the AFL, Cricket Australia, and Toyota Gazoo Racing. It also sponsors the North Queensland Cowboys and Adelaide Crows.

Toyota’s NFL partnership was first seen last Friday at the NFL Melbourne Game, when the Los Angeles Rams took on the San Francisco 49ers at the Melbourne Cricket Ground, and at the weekend’s first NFL Kickoff Festival that was held from September 10 to 12.The NFL Melbourne Game was the NFL’s first regular season game on Australian soil.

Toyota Australia said it marked a significant milestone for both local sports fans and the league’s international growth ambitions. 

It said tickets were in high demand, with more than 100,000 people joining the waitlist before the date was announced. All general access tickets sold within hours. 

Toyota Australia said NFL has an Australian fanbase of 8.8 million “and growing” with the weekend event expected to introduce more fans to world-class American football while supporting the continued growth of the game across Australia. 

Toyota Australia chief marketing officer Vin Naidoo said that the partnership reflected Toyota’s longstanding commitment to sport and the communities that surround it.

Toyota Australia chief marketing officer Vin Naidoo

“Sport has a remarkable ability to bring people together through shared experiences,” he said.

“The NFL’s first-ever regular season game in Melbourne presents a unique opportunity to connect Australian audiences with one of the world’s biggest sporting competitions and Toyota Australia is proud to help fans be a part of the excitement and engage with the game in new ways.”

NFL general manager for Australia and New Zealand Charlotte Offord said that the NFL Melbourne Game was a landmark moment for NFL fans in Australia.

“We’re delighted to welcome Toyota as a partner for this historic occasion,” she said.

“Toyota is one of the country’s most recognised and trusted brands, with a deep connection to Australian communities through sport.

NFL general manager for Australia and New Zealand Charlotte Offord

“Together, we’re creating more opportunities for fans to engage with the NFL and be part of an unforgettable experience.”

Toyota presented an activation at the NFL Kickoff Festival that had NFL-themed props and  allowed access to the latest Toyota Tundra for fans to capture their own Oh What A Feeling! moment with a Polaroid keepsake.