Toyota connects as presenting and title sponsor to major ESPN black college football events
Toyota is expanding its partnership with HBCU football and culture through a new three-year agreement with ESPN Events, connecting the brand with some of the biggest celebrations in Black college sports.
The partnership includes the Cricket MEAC/SWAC Challenge Kick-Off and the Cricket Celebration Bowl, with Toyota serving as the presenting sponsor of both events. Toyota will also become the title sponsor of the halftime shows for both games, highlighting the music, tradition and pageantry that are central to the HBCU football experience.
The agreement also includes sponsorship roles for Red Lobster Band of the Year and Champion’s Circle presented by Toyota, which recognizes leadership and championship excellence within HBCU athletics.
The partnership will follow the HBCU football season from the opening Week Zero matchup in the Cricket MEAC/SWAC Challenge Kick-Off presented by Toyota to the Cricket Celebration Bowl presented by Toyota, where the HBCU Football National Champion is crowned.
“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 all three 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.”
Toyota said the partnership will also help showcase HBCU marching bands, school pride and the cultural impact surrounding Black college football.
“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. Together with Burrell Communications Group, we are proud to help bring this partnership to life and look forward to seeing it on the field.”
The 2026 Cricket MEAC/SWAC Challenge Kick-Off will feature the Alabama A&M Bulldogs of the Southwestern Athletic Conference and the Howard Bison of the Mid-Eastern Athletic Conference. The game is scheduled for Saturday, Aug. 29, at 6:30 p.m. CT at Center-Parc Stadium in Atlanta.
The 2026 Cricket Celebration Bowl will pit the champions of the SWAC and MEAC on Saturday, December 12, 2026, at the Mercedes Benz Stadium in Atlanta, Georgia.
