American Football

The rebooted XFL has secured a multiyear partnership with ticketing giant Ticketmaster, which will facilitate ticketing for all 43 games of the XFL season next year, including 40 regular-season games, …

In September 2021, the LA Rams and automotive partner Porsche teamed up with cornerback Jalen Ramsey and the team’s famous Mariachi Band - which plays at each home game and is unique in the NFL.

For the 2021 NFL season, sponsor Pepsi expanded its multi-faceted ‘Made for Football Watching’ programme. Ai

In November and December 2021 EA Sports leveraged its partnership with the NFL through an engaging, original campaign which saw football legend Peyton Manning take on the role of a ‘Madden Ratings Adjustor’. A

In February 2022, leveraging its NFL partnership rights around Super Bowl LVI, quick service brand Subway rolled out an activation around the current collectibles trend in the form of a campaign and new…

In January 2021 the Los Angeles Rams teamed up with sponsor Ball Corporation for an art-led mural ‘Forever LA’ stadium installation led activation based around an artwork made from recycled aluminium cup…

The National Football League has signed up Little Caesars as a new sponsor, designating the Detroit, Michigan-based chain as the league's official pizza in a multiyear agreement

The National Football League (NFL) has signed a regional sponsorship contract with sofa brand La-Z-Boy that covers the UK and Ireland

The revived XFL has been threatened with legal action by media and commerce company Togethxr over the spring-season American football league's newly-released brand identity

The XFL has unveiled a new brand identity ahead of its planned return in February 2023, as well as a new slogan: “Tomorrow’s League Today.”

The NFL held 38 central sponsors in North America in 2021 – a portfolio valued between $1.48bn and $1.7bn. Major changes additions to the portfolio included the addition of Diageo as the league’s first sponsor in the spirits category.

Professional services giant Deloitte has signed a sponsorship agreement with Los Angeles' Hollywood Park sports and entertainment complex

In April and May 2021, the LA Rams teamed up with sponsor Rocket Mortgage to operate the team’s Draft operation from a bespoke 9,000-sq ft. branded Malibu home.

P&G detergent brand Tide promoted its ‘Tide Hygienic Clean’ product with a Peyton Manning-fronted NFL activation running from September 2020 to February 2021.

The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.

In April 2020, the Minnesota Vikings and official beer partner Miller Lite responded to the pandemic by pivoting from a physical to a virtual livestream Draft Party.

The National Football League has added gambling platform PointsBet as an approved sportsbook operator ahead of its 2021 season