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Char-Broil partners with NFL in Germany

Outdoor cooking appliances retailer Char-Broil has signed a Germany-focused partnership with American football league the NFL.

Char-Broil becomes an official sponsor of the NFL in Germany, a key market for the North American league. The length of the deal was not disclosed but it begins next month.

As part of the agreement, a Germany-wide point-of-sale campaign will be launched, giving fans in the country the chance to win tickets to NFL games. The partnership will also be promoted through a range of events, and across Char-Broil’s social media channels.

The deal has been signed to coincide with Char-Broil’s 70th anniversary. 

Akash Jain, vice-president of international commercial development at the NFL, said: “Char-Broil is a valuable and above all authentic brand partner for the NFL in Germany. Together, we want to encourage the growing enthusiasm for American football in the country and inspire more and more people for this sport.”

The partnership was brokered by the Lagardère Sports agency, the NFL’s marketing partner in Germany. The deal represents the first sponsorship agreement Lagardère Sports has brokered for a US major league in Germany.