American Football

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In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

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.

In October 2019, three NFL franchises and their healthcare partners activated their deals under the ‘Crucial Catch to Intercept Cancer’ platform.

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.

Amazon-owned streaming platform Twitch will become a founding partner of the Raiders' Allegiant Stadium in Las Vegas from next year. Terms of the deal were not disclosed.

NFL American football team the Miami Dolphins has agreed a new sponsorship deal with RoofClaim.com, a residential roof-replacement service. The partnership for the 2019 season makes RoofClaim

Local casino operator expands sports sponsorship profile with Cardinals tie-in

NFL American football franchise the San Francisco 49ers has agreed a multi-year partnership with online eyewear company Zenni Optical

Features

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.

Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.

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.

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.

Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.

Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN

The NFL’s Miami Dolphins aims to be the number one American football franchise for international fan engagement by building on its brand fame worldwide, the ascendancy of its social media offering, Miami’s sta…

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Through 2017, Hyundai Motor has been communicating its future mobility positioning through a series of high-profile global brand marketing campaigns.

US-based franchise restaurant chain Subway is using the NFL's international appeal to engage with its franchisees and local communities, promote grassroots activity and amplify the values of the brand…

Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.

A sports sponsorship needs to align with the sponsor brand's wider marketing and business strategies and directly drive business. It’s a line you hear from brand representatives at almost every sport business conference

Have we got your attention? That was the question burning across presentations on the first day of the Leaders Sport Business Summit in New York City and on the minds of an industry anxious about last year’s broadcast ratings.

App-based taxi network Uber is consolidating its presence in sport by moving from single season to multi-year sponsorship deals with major US sports franchises and planning new deals with European sports partners.

Luxury carmaker Porsche has signed its first major team deal in the US, with another planned, to reinvigorate slowing growth after six years of strong North American sales.

Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…