The partnership brings together two iconic Australian brands that share a deep connection to regional communities, rural lifestyles and the spirit of adventure that defines the Australian outback.
Deni Play On The Plains Festival Ltd general manager Vicky Lowry said the partnership represents a natural alignment between Australia's leading automotive brand and Australia's premier rural lifestyle and music festival.
"Toyota has long been synonymous with regional Australia and the hardworking people who live, work and travel across our country,“ she said.
“The Deni Ute Muster celebrates those same values, making this partnership a perfect fit.
"We are delighted to welcome Toyota Australia as a major partner and look forward to working closely with them, and local dealerships Lugsdin Toyota and Deniliquin Toyota, to further enhance the Muster experience for our patrons."
Toyota will have a strong presence at the Deni Ute Muster, with a key feature of the partnership being the naming rights sponsor of the Blue Singlet Count.
The count remains one of the event's most iconic attractions and in 2025 attracted a record breaking 4,961 participants dressed in blue singlets.
Additionally, Toyota will feature across marketing and promotional activities conducted throughout the year, with a Deni Ute Muster branded Toyota Tundra provided by Lugsdin Toyota and Deniliquin Toyota helping showcase the event across Australia.
The Deni Ute Muster continues to be one of regional Australia's most significant tourism events, attracting more than 22,000 attendees daily in 2025 and generating $15 million in economic and community benefits for the Edward River region.
The 2026 Deni Ute Muster will be held on October 2 and 3, with camping commencing from Thursday, October 1.
For further information, and to purchase your tickets, go to www.deniutemuster.com.au.
