Toyota is on board for a season-long integration and placement inside FOX Entertainment’s upcoming Baywatch reboot, expected to land in the 2026-27 season.
The car brand is the first ad partner for the series. As part of the deal with FOX Advertising, the Toyota Tacoma becomes the official Baywatch lifeguard vehicle, fully customized to reflect the LA County lifeguard vehicles. Plus, characters will be seen in a variety of Toyota models as their personal vehicles throughout the season.
“We can think of no better brand partner than Toyota to be front and center as FOX brings new life to the iconic series Baywatch,” said Katrina Cukaj, EVP of advertising sales at Fox Corporation. “We know their vehicles will be an integral part of the authentic storytelling and are grateful for their collaboration as we bring this exciting show celebrating the Southern California beach culture to fans both old and new.”
“Toyota Trucks are designed to support people wherever their passions take them—from city streets to rugged coastlines,” said Tiffany Shido, Toyota’s GM of brand, cross-vehicle line, and media. “Various lifeguard communities across the country already depend on Tacoma’s power and capability, which makes it the perfect partner as Baywatch returns for a new generation.”
“We’re excited to reinvent Baywatch for a new generation, honoring the original while introducing a new wave of heroes on the beach,” said Matt Nix, showrunner and EP. “The integration felt like a natural fit for the world of the show and felt especially authentic.”
