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Dannon scoops up NFL partnership

Food products company Dannon has reached an agreement to become the official yoghurt sponsor of the NFL American football league from 2015.

The partnership formalises Dannon’s ties with the NFL, with the company having previously secured advertising slots during coverage of the league’s Super Bowl showpiece in 2012 and 2014.

Dannon will use its association with the NFL to promote healthy eating among Americans through its Activia, Danimals, Light & Fit and Oikos brands, while promotions will tie in with the NFL Play 60 health and activity initiative.

Sergio Fuster, chief marketing officer for Dannon, said: “Since our first Super Bowl advertisement in 2012, we’ve seen the potential to impact American families when it comes to making better food choices. We want to make yogurt more fun and more engaging because eating yogurt every day can help improve the quality of our diets, and sponsoring the NFL brings that to a whole new level.”

Further details of Dannon’s sponsorship with the NFL will be announced as consumer promotions and retail activations are finalised. The terms of the agreement were not disclosed.