Super Bowl 60 takes place on Sunday afternoon, which means that millions upon millions of viewers will tune in to watch the game and the new commercials. Two of these commercials will feature NASCAR drivers.
23XI Racing’s Bubba Wallace and Richard Childress Racing’s Jesse Love will both appear on Super Bowl Sunday while highlighting their respective partners. Wallace will showcase his relationship with Toyota while Love will showcase an expanded deal with Samsara.
The 30-second Toyota commercial, “Where Dreams Began,” will feature Wallace, Los Angeles Rams wide receiver Puka Nacua, and U.S. Paralympian Oksana Masters. They will interact with and train with the younger versions of themselves, long before they became professional athletes.
Wallace, in particular, will watch as his younger version completes laps in a go-kart.
“As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that connect with fans,” said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America.
“Whether it’s the nostalgia of a ride in a grandfather’s RAV4 or the unflinching determination of a Team Toyota athletes’ lifelong journey, the origin shapes the destination for us all. Together, these stories reflect Toyota’s belief that while where we’re going matters, it’s the moments and people along the way that truly define the journey.”
Love’s 30-second commercial will explore the relationship between professional drivers and coaches. It will feature the reigning O’Reilly Auto Parts Series champion, as well as people who drive commercial vehicles.
Samsara is releasing an AI-powered coach that provides tips and guidance after evaluating real-world footage. In Love’s case, the virtual coach told him that he was following too close to his competitors while speeding. Granted, this footage came from a superspeedway race.
As part of the partnership, Love will become the first avatar in Samsara Coach. He will provide feedback for drivers as they navigate real-world conditions. He will also provide opportunities for racing fans to win a VIP race day experience at Talladega Superspeedway.
“In racing, you don’t just show up and win—you’re constantly looking at data and getting coached to find an edge,” said Love in a press release. “It’s the same for the people in the real world who deliver our goods and services.
“We all want to be our best every time we’re behind the wheel, and Samsara shows what it takes to get there. I’m thankful for their partnership and thrilled to have the opportunity to represent them on and off the track in 2026.”