Jordan Love and Toyota Unleash “Loveathon” at NFL Draft—Is This the Start of a New Era in Green Bay?

Toyota, the NFL’s official automotive partner, is making waves at the 2025 NFL Draft in Green Bay, Wisconsin, with a high-profile campaign featuring Packers quarterback Jordan Love. The automaker is leveraging its deep ties to the league to showcase the Grand Highlander crossover SUV while amplifying its commitment to NFL Flag football. Through exclusive content, live fan experiences, and a new advertisement, Toyota is connecting with football fans and the Green Bay community in innovative ways. This article explores Toyota’s strategic activation, Love’s role as a hometown hero, and the growing influence of flag football in the NFL’s ecosystem.

A Hometown Hero Takes Center Stage

Jordan Love, the Green Bay Packers’ starting quarterback, is the cornerstone of Toyota’s NFL Draft activation. Drafted by the Packers in the first round of the 2020 NFL Draft, Love has become a beloved figure in Green Bay, leading the team to back-to-back playoff appearances in 2023 and 2024. His 2024 season stats—4,159 passing yards, 32 touchdowns, and 11 interceptions—solidified his status as a rising star. Toyota’s decision to partner with Love taps into his local appeal and growing national recognition.

During the NFL Draft, set for April 24–26, 2025, at Lambeau Field and the surrounding Titletown District, Love will appear in exclusive Toyota content and participate in live fan experiences. These activations will highlight the Grand Highlander, a spacious and versatile SUV designed for families and adventure-seekers. Love’s involvement adds authenticity to the campaign, as his journey from a backup to a franchise quarterback resonates with Green Bay’s passionate fan base. His presence also bridges the NFL’s past and future, connecting draft prospects with a player who once stood in their shoes.

A New Ad Embraces Flag Football

At the heart of Toyota’s campaign is a new advertisement for the Grand Highlander, produced by Saatchi & Saatchi. The ad weaves in the growing popularity of NFL Flag football, a non-contact version of the sport that emphasizes inclusivity and accessibility. Featuring a diverse group of flag football players, the spot captures the energy and community spirit of the game while showcasing the Grand Highlander’s utility for families on the go. The ad will run across linear TV, digital platforms, and social media, ensuring broad reach during the draft weekend.

Toyota’s focus on flag football aligns with its broader NFL partnership. As the presenting partner of NFL Flag tournaments across the U.S., Toyota supports over 700,000 boys and girls in 1,800 local leagues. The automaker’s commitment includes funding for regional and national championships, as well as initiatives to make the sport more accessible. By incorporating flag football into its draft campaign, Toyota is tapping into a cultural shift, as the sport gains traction among youth and is set to debut at the 2028 Los Angeles Olympics.

Fan Engagement and Community Impact

Toyota’s activation extends beyond Love and the new ad. The automaker is sponsoring the draftee red carpet area for the second consecutive year, giving fans a front-row seat to welcome the NFL’s newest stars. Toyota is also underwriting a fan fest attraction, offering interactive experiences that celebrate football and the Green Bay community. These efforts build on Toyota’s history of creating memorable moments at NFL events, from Super Bowl activations to Pro Bowl tournaments.

In a nod to its support for local youth sports, Toyota is covering registration fees for fall flag football leagues within a 25-mile radius of Green Bay. This initiative, part of the company’s partnership with NFL Flag, aims to remove financial barriers and encourage more kids to play. The move reflects Toyota’s broader mission to foster inclusion and community through sports, a theme that resonates strongly in Green Bay, a small market with a deep football heritage.

The “Loveathon” Connection

Toyota’s partnership with Love builds on a viral phenomenon dubbed the “Loveathon,” a playful rebranding of the automaker’s annual Toyotathon sales event. In 2023 and 2024, fans and media noticed that Love’s performance peaked during Toyotathon, which runs from mid-November to early January. In 2023, Love threw for 2,150 yards, 18 touchdowns, and just one interception in the final eight games, leading the Packers to a 6-2 record. In 2024, he posted a 119.95 passer rating and only one interception in five games during the sales period, with the Packers going 4-1.

The trend, first highlighted by a TikTok user named “Kicks,” sparked a social media frenzy, with fans jokingly crediting Toyotathon for Love’s hot streaks. Toyota leaned into the narrative, transforming an existing ad, “Whole Pack,” to focus on Love and renaming it “Loveathon” for the Chicago market, which includes Green Bay. Love embraced the campaign, posting on Insta