In case you missed it, there is a whole conspiracy theory surrounding Jordan Love of the Green Bay Packers and his success being tied to Toyota’s annual sales event called Toyotathon. (Our very own Sam delved into this theory in more detail here). If you look at the last two seasons without context, the evidence is there. This made it a fun little meme that allowed the internet to debate whether or not Love is a “Toyotathon dealer.”

The theory was originally introduced on TikTok by an account called Kicks, which does random analysis on various sports topics. It has grown exponentially, which ESPN’s Mina Kimes mentions in her podcast, “The Mina Kimes Show featuring Lenny.” Packers head coach Matt LaFleur was even asked about the theory by Matt Schneidman of The Athletic. The coach Claims He wasn’t aware of this and responded by saying, “I’m more of a GM type.”

Well, based on a new social media post, we know the QB himself is at least aware of it and in on the fun with Toyota. Jordan Love uploaded a photo of himself to Instagram rocking an ugly “Merry Toyotathon” sweater in front of a Toyota SUV (not a car person, sorry). The post was captioned “Toyotathon underway, Cheeseheads” and included the hashtags #ToyotaPartner and #CarspiracyTheory.

Honestly, kudos to Toyota for the smart sponsorship, because the Jordan Love Toyotathon conspiracy benefits them too, believe it or not. I did a little research using Google Trends and have been tracking the terms “Jordan Love Toyotathon” (blue) and “Toyotathon” (red) since November 15th (the start of the Toyotathon). I noticed similar spikes in these terms on days on or after Packers games where Jordan Love had a passer rating above 100, showing that the QB (and Kicks) may have boosted their brand.

Here’s a look at how the blue tips fit in with the events surrounding Jordan Love and Toyotathon:

• November 29: One day after the Packers beat the Miami Dolphins 30-17 on Thanksgiving. Love went 21/28 for 274 yards, 2 TDs, 0 INTs and a passer rating of 129.2.
• December 5th: The day the Packers lost to the Detroit Lions 34-31. Love went 12/20 for 206 yards, 1 TD, 0 INT and a passer rating of 111.7.
• December 16: One day after the Packers beat the Seattle Seahawks 30-13. Love went 20/27 for 229 yards, 2 TDs, 0 INTs and a passer rating of 123.8. And as you can see, searches have continued a similar trend throughout the week.
• December 23rd: Today and the day of Jordan Love’s “Toyotathon” Instagram post. Based on the post, there seems to be a trend going on.

Apparently, Jordan Love increases searches for “Toyotathon” on the Internet, making it a brilliant marketing move to include the guy in a sponsorship opportunity to give them free press and give Packers fans an entertaining moment.

Some on social media worry that it would be bad luck for QB1 to deal with this ahead of the team’s playoff push, but most are enjoying the quarterback hyping the light-hearted theory. Others, including his own fiancée Ronika Stone, who commented “Toyotathon Merchant” on the post, are convinced that Jordan Love will only find success during the sales event. Haters gonna hate, I guess.