Partnership Supports HBCU Culture, Education, and Community During MLK Weekend 2027
WEST PALM BEACH, Fla., Sept. 10, 2026 /PRNewswire/ — The Pepsi National Battle of the Bands (NBOTB) today announced Toyota as an official sponsor of the 2027 Pepsi National Battle of the Bands in The Palm Beaches, returning Martin Luther King Jr. Weekend, January 15–17, 2027.
The partnership brings together two brands committed to creating meaningful experiences that connect culture, education, and community. Toyota will join NBOTB as the event returns to South Florida for its second year, helping amplify a weekend designed to celebrate the excellence, influence, and enduring legacy of Historically Black Colleges and Universities (HBCUs).
“Toyota’s support of the National Battle of the Bands represents the kind of partnership that allows us to continue expanding our impact beyond the performances,” said Derek Webber, Executive Producer and Creator of the Pepsi National Battle of the Bands. “Our work is rooted in creating opportunities for students, supporting HBCU institutions and bands, and celebrating the culture they represent. We are excited to welcome Toyota as a partner as we return to The Palm Beaches and continue building an experience that connects education, culture, and community.”
The three-day MLK Weekend celebration will bring together HBCU students, alumni, families, fans, and supporters for a series of events centered on music, education, entrepreneurship, and community engagement. Weekend programming will include the HBCU College & Career Fair, Emerging Experience Entrepreneurship Conference, community and fan experiences, and the signature NBOTB showcase at Flagler Credit Union Stadium in Boca Raton.
“Toyota is thrilled to partner with Webber Marketing on the National Battle of the Bands, a great opportunity to celebrate the excellence of HBCU culture. We’re proud to help create meaningful experiences that reflect our commitment to education, community, and opportunity,” says Andrew George, Senior Analyst of Community Based Marketing, Toyota Motors North America.
The partnership builds on NBOTB’s broader mission to elevate HBCU marching bands while creating opportunities that extend beyond the field. Through educational initiatives, scholarships, career development, entrepreneurship, and community programming, the National Battle of the Bands continues to use the power of music and culture to create lasting impact for students and HBCU communities.
The 2027 Pepsi NBOTB in The Palm Beaches takes place January 15–17, 2027. Additional details surrounding Toyota’s participation, participating bands, tickets, and official weekend programming will be announced in the coming months.
For updates and additional information about the NBOTB, visit NationalBattleoftheBands.com.
About the National Battle of the Bands
The National Battle of the Bands’ (NBOTB) mission is to enhance the visibility of Historically Black Colleges and Universities (HBCUs), their marching bands, and the important roles they play in educating aspiring musicians and developing future leaders in music, the arts, and education.
As one of the largest showcases of HBCU marching bands in the country, NBOTB serves as a platform to inspire the next generation of leaders. To date, the event has awarded over $2.4 million in scholarships to participating institutions and has engaged tens of thousands of fans annually through live performances, educational programming, and community impact initiatives.
About Toyota
Toyota has been a part of the cultural fabric in North America for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships.
Toyota directly employs nearly 64,000 people in North America who have contributed to the design, engineering, and assembly of over 50 million cars and trucks at our 14 manufacturing plants. In 2025, Toyota’s plant in NorthCarolina began to assemble automotive batteries for electrified vehicles.
For more information about Toyota, visit www.ToyotaNewsroom.com.
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SOURCE National Battle of the Bands
