THE NATIONAL FOOTBALL LEAGUE (NFL) welcomed two new marketing partners this week, one on either side of the Atlantic.
Technology firm SAP signed up to become the Official Cloud Software Solutions, Business Software and Business Analytics Software Sponsor of the NFL in the US, while British insurance giant Aon will sponsor the NFL in the UK in support of the organisation’s International Series game.
SAP’s deal with the NFL comes a week after the brand announced a co-sponsorship agreement with EMC to become a cornerstone partner of the MetLife Stadium – home to the NFL’s New York Giants and New York Jets.
According to the official press release, sponsorship of the NFL will allow SAP to enhance fans’ experience of NFL.com’s Fantasy Football platform, providing users with advanced analytics and functionality within the game.
Aon, which moved its headquarters to London earlier this year, has signed up to play a pivotal role in bringing the sport of American football to a wider audience in the UK.
Sponsorship of the NFL will also give the brand a new sports marketing focus after it was announced Chevrolet will replace Aon as shirt sponsor of Manchester United in 2014.
“Helping the NFL promote such a popular sport and showcase our services to clients and prospects in the UK is a prestigious opportunity for Aon,” said Phil Clement, Aon’s global chief marketing and communications officer.
The NFL will play its sixth annual regular-season game in the UK this Sunday, when the St Louis Rams host the New England Patriots at Wembley Stadium.