The biggest events in HBCU football and entertainment have scored a major partner.
In a new three-year agreement with ESPN Events, the global brand is expanding its presence across the Cricket MEAC/SWAC Challenge Kick-Off and the Cricket Celebration Bowl, according to a joint announcement.
Toyota will serve as presenting sponsor for both events, strengthening its connection to the full arc of the HBCU football experience.
“Toyota’s investment in these properties represents more than a sponsorship — it is an investment in the institutions, traditions and communities that make HBCU athletics so powerful,” said John Grant, Executive Director of the MEAC/SWAC Challenge, Celebration Bowl, and Band of the Year, in a statement.
Toyota will be at the biggest HBCU sporting events
Toyota is also stepping into one of the most electric elements of HBCU football as the halftime show sponsor for both events.
“Through this three-year collaboration, Toyota will have a meaningful presence from kickoff weekend to championship weekend, including the halftime shows and band championships, that celebrate one of the most important parts of the HBCU consumer experience,” Grant added.
The brand will serve as presenting sponsor of the Champion’s Circle, one of the Celebration Bowl’s most prestigious traditions. Each year, a head coach is awarded the Champion’s Circle jacket that signifies championship success.
Toyota’s expanded footprint also includes the Red Lobster Band of the Year, a national platform that highlights elite HBCU marching bands.
“Toyota is honored to join ESPN Events in support of these beloved HBCU events and the communities they celebrate,” said Andrew George, Senior Analyst of Community Based Marketing at Toyota. “This three-year agreement allows us to build a meaningful presence across the HBCU football season, from the Cricket MEAC/SWAC Challenge Kick-Off to the Cricket Celebration Bowl, while recognizing the culture, leadership and excellence that define Black college sports.”
“From the opening kickoff of the HBCU football season to the crowning of a national champion, Toyota’s presence will help us continue to grow these events while honoring the traditions that make HBCU sports unlike anything else in college athletics,” Grant said.
