The National Football League season is about to begin. And Toyota is all in.

In its third season as the Official Automotive Partner of the NFL, Toyota North America is launching what it called its “most ambitious commitment yet to deliver unrivaled fan excitement, community impact and unforgettable cultural moments” from the opener through Super Bowl LX.

The automaker said its “All In. All Season.” campaign will focus on community impact through regional and national flag football support for nearly 250,000 youth players, as well as weekly chances for fans to win prizes, including Brock Purdy’s favorite Toyota Sequoia Capstone, signed by the San Francisco quarterback.

“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,” Toyota vice president of marketing communications Dedra DeLilli said. “From gifting a truck signed by Brock Purdy to the glow-in-the-dark showdown at Super Bowl LX to our commitment to NFL Flag, Toyota is showing up for fans all season and for seasons to come.”

The Toyota Gameday Giveaways, which debuted last year, returns with up to 1,500 fans to win prizes by playing in real time during NBC and Peacock’s NFL broadcasts throughout the season, such as Sunday Night Football, the NFL Kickoff and the wild card playoffs. Fans can visit Toyota.com/NFL to try game-day challenges, such as predicting a second-half rushing or receiving touchdown. If their pick hits, they are entered for a chance to win.

And the big prize is Purdy’s Sequoia Capstone, which comes with a photo of Purdy with the vehicle and his signature on the dashboard.

“I’ve driven Toyota trucks my whole career, so seeing the brand’s all-in commitment to fans is what I would expect, but handing over my go-to Sequoia keys to a prize winner is pretty wild when you think about it,” Purdy said. “I’ll make sure to leave my mark for whoever wins it — literally, on the dashboard — and take a photo!”

Toyota has supported more than 300,000 youth NFL FLAG players nationwide through its sponsorships of the program, which will culminate with the Toyota Glow Up Classic — a black-light flag football showdown scheduled for the week of Super Bowl LX in the Bay Area.

Youth players will play a game in glowing jerseys and gear under UV light, and Toyota will provide the community with an upgraded youth field to use after the event.

“At every level, football brings together teammates and communities,” spokesperson Eli Manning said. “Even though it’s America’s number one sport, we still have more work to do to get more people playing this great game. Toyota’s support of NFL Flag, the NFL Player of the Year program and the creation of the Glow Up Classic are allowing future superstars the chance to shine.”

Toyota said its programs to grow communities and engage fans will be demonstrated with an advertising campaign that includes all of their Team Toyota athletes, with Purdy, Manning, Michael Pittman Jr., Kyle Hamilton, Puka Nacua, Jordan Love and Christian Gonzalez in three ad spots throughout the season, including the debut spot, “All In.”

The commercial, which will premiere during Thursday night’s NFL Kickoff game between Philadelphia and Dallas, aims to illustrate how emotions rise and fall throughout the season.

“Few things rally people together and strengthen communities quite like football,” DeLilli said. “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.”