NFL

Lowe’s – NFL home improvement partner and presenting sponsors of the ESPN and NFL Network telecasts – activated around the 2020 Draft with a campaign that adapted to Covid-19 by talking about the importance of the home.

Fans booing the Commissioner is an NFL Draft tradition, so when the 2020 draft was forced online by Covid-19, NFL official beer Bud Light collected boos online and amplified them socially.

Jumping off the celebration of 100 years of professional football in the US in 2019, Bud Light created a once-in-a-lifetime experience for 100-year-old Kansas City Chiefs fan Melba Mills.

With the 2020 NFL Draft pushed online due to Covid-19, the NFL’s official yoghurt leveraged its rights via a digital campaign that poked fun at the idea of the uber-macho football star.

NFL sponsor Microsoft activated around the 2020 Super Bowl with an inspirational, equality-focused campaign based on the story of 49ers coach Katie Sowers.

In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.

Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.

The NFL, Nike and Fanatics have signed a new global partnership that extends Fanatics' exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products worldwide

At the start of the 2018-19 NFL season, the Cleveland Browns had gone 635 days without a win, so Bud Light created free beer ‘Victory Fridges’ that would unlock the moment the team broke its losing streak.

Australian gambling and entertainment group Tabcorp (TAB) has signed a multi-year agreement to become the exclusive Official Wagering Partner of the NFL in Australia

Premier League clubs are missing out on millions of pounds in untapped revenue from stadium naming rights, a new report has found

US telco Verizon has signed a new 5G partnership with the National Football League. Under the two-year deal, Verizon will become the Official 5G Innovation Partner of the NFL

International sports and lifestyle brand New Era Cap is deepening its ties with the NFL by becoming the official outfitter of the NFL Scouting Combine

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.

Advertisers at this year’s Super Bowl will focus on humour, music and pure entertainment, an advertising creative with skin in the game has told SportBusiness Sponsorship.

Sponsorship spending on the National Football League and its 32 teams reached $1.39bn (€1.2bn) in the 2018-2019 season, according to a new sport industry report.