Toyota Small Business

Toyota partnered with soccer legend Luis “El Matador” Hernández, a former Mexican National Team player, who shared his inspiring story and helped spread the message of support for Hispanic small businesses during the tournament. “El Matador” met with some of the small business owners Toyota featured throughout the tournament.

This content lives on Toyota’s social handles and was amplified across Gold Cup channels. The primary goals are to strengthen Toyota’s connection with Hispanic/Latino audiences while amplifying the stories of Latino-owned small businesses. At the same time, the initiative will showcase the reliability and versatility of the Toyota Tundra and drive fan engagement both in-stadium and across digital platforms. The core message behind the campaign is that Toyota is built to support communities and lend a hand when it matters most.