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Jacksonville Jaguars secures latest UK partner

NFL American football team the Jacksonville Jaguars has signed a UK-focused sponsorship deal with cooked meat brand Fire & Smoke.

Fire & Smoke will serve as the Jaguars’ official meat partner and support the Jaguars Se7ens Cup tournament, which gives participants the chance to compete for an all-expenses-paid trip to the Super Bowl.

The deal, the length of which was not disclosed, will provide the company with a year-round presence across the team’s social channels. Competitions will also be launched for fans and Fire & Smoke customers, with prizes to include a behind-the-scenes tour of the Jaguars’ home stadium, TIAA Bank Field.

The Jaguars said the deal marks the team’s latest effort to continue expanding in the UK as part of its agreement to stage an annual regular season game in the market. The partnership also includes an on-pack promotion, experiential activity, sampling and digital support.

Hussain Naqi, senior vice-president of international development for the Jaguars, said: “We feel proud and privileged to be partnering with such a great UK & Ireland-based organisation but also with a brand who shares and understands our southern US values.

“We are excited to bring that flavour to life through American football for millions of consumers around the UK and continue to grow our transatlantic efforts through this great partnership.”