FOX Advertising Announces a Season-Long Major Brand Partnership with Toyota And the Reimagined FOX Primetime Series Baywatch

18/03/2026

FOX Advertising Announces a Season-Long Major Brand Partnership with Toyota And the Reimagined FOX Primetime Series Baywatch Toyota Tacoma Will Be Featured as the Official Baywatch Lifeguard Vehicles New York, NY - March 18, 2026 - Today, FOX Advertising announced a major brand sponsorship by Toyota with season-long integration and placement into FOX Entertainment's new primetime series Baywatch. Toyota is the first advertising partner to join the highly anticipated production of the reimagined series that is expected to premiere on FOX during the 2026-27 season.

The series will showcase the Toyota Tacoma as the official Baywatch lifeguard vehicle which will be fully customized to authentically reflect the LA County lifeguard vehicles. Toyota vehicles already support lifeguards on many beaches every day, helping crews patrol the shoreline and respond quickly when it matters most. Additionally, 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, Executive Vice President, Advertising Sales, 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 general manager 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 Showrunner and Executive Producer Matt Nix. The integration felt like a natural fit for the world of the show and felt especially authentic.

Baywatch began shooting this week on L.A.'s famed Venice Beach and on the historic FOX Studio Lot in Century City. It is co-produced by FOX Entertainment and Fremantle with Matt Nix (Burn Notice, The Gifted) serving as Showrunner and Executive Producer, alongside McG, Michael Berk, Greg Bonann, Doug Schwartz, Dante Di Loreto, and Mike Horowitz. The series stars Stephen Amell in the lead role of Hobie Buchannon, Jessica Belkin as Charlie Vale, Shay Mitchell as Trina, Hassie Harrison as Nat, Thaddeus LaGrone as Brad, Noah Beck as Luke, Brooks Nader as Selene and David Chokachi reprising his original series character of Cody Madison in a recurring role.

First hitting screens in 1989, Baywatch became the most-watched show in the world, airing in over 200 countries and at its peak reaching more than a billion viewers weekly. Its global appeal drove tourism to Southern California and helped define beach culture for generations.

The series reboot will celebrate the franchise's enduring legacy, while re-energizing it for today's global audience. Fans can expect all the adrenaline-fueled rescues, tangled relationships, complicated chemistry and beachside heroics that defined the original - now with an entirely new cast, contemporary trappings, tensions and challenges, and a renewed mission to protect Southern California's shoreline.

About Fox Corporation

Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, Tubi Media Group, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.

About FOX Entertainment

With a legacy spanning nearly 40 years, FOX Entertainment is one of the world's most recognizable media brands and a leading global creator of multi-genre content across broadcast, streaming, digital and emerging platforms. Known for its independent, innovative spirit and bold storytelling, the company is committed to reaching audiences where they are through a platform- and format-agnostic approach to developing, testing and scaling intellectual property worldwide.

FOX Entertainment consists of three core business units. The FOX Television Network, which encompasses its flagship linear platform and streaming partnerships with Hulu and FOX One, is home to hit series including The Simpsons, The Masked Singer, Doc, Memory of a Killer, Fear Factor: House of Fear, The Floor and Hell's Kitchen. FOX Entertainment Studios operates the in-house scripted and unscripted studios behind series such as Animal Control, Best Medicine and The Faithful, as well as Bento Box Entertainment with animated hits such as Hazbin Hotel and Krapopolis; Studio Ramsay Global with Next Level Chef, Gordon Ramsay's Secret Service and Knife Edge: Chasing Michelin Stars; entertainment studio TMZ; and the independent film label Tideline. FOX Entertainment Global is the company's worldwide content sales and distribution arm.

As part of its evolution into a modern next-generation studio, FOX Entertainment is expanding its digital storytelling ecosystem with investments across vertical video with Holywater, Chai

LINK:	https://www.foxcorporation.com/news/corp-press-releases/2026/fox-adver...
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FOX Advertising Announces a Season-Long Major Brand Partnership with Toyota And the Reimagined FOX Primetime Series Baywatch

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