American Football
XFL names ZOA its official energy drink
The rebooted XFL has secured a commercial boost by landing ZOA Energy as its official and exclusive energy drink
New York Jets seek receiver after Fubo Sportsbook ‘default’
The National Football League's New York Jets are seeking a receiver — an appointed third party to oversee asset preservation — after the team says sports streaming operator FuboTV and subsidiary Fubo Spo…
XFL partners with Ticketmaster ahead of 2023 reboot
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, …
Mariachi Arrival: Jalen Ramsey – Porsche & LA Rams
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.
Made for Football Watching – Pepsi & NFL
For the 2021 NFL season, sponsor Pepsi expanded its multi-faceted ‘Made for Football Watching’ programme. Ai
The Sheriff Returns – EA Sports & NFL
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
Signature Sandwiches: The Vault – Subway & NFL
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…
Forever LA – Ball Corporation & LA Rams
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…
NFL fills pizza sponsorship category with Little Caesars
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
NFL secures La-Z-Boy sponsorship in the UK and Ireland
The National Football League (NFL) has signed a regional sponsorship contract with sofa brand La-Z-Boy that covers the UK and Ireland
XFL threatened with legal action over new brand identity by Togethxr
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
XFL unveils new brand identity, merchandise ahead of 2023 return
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.”
Data Snapshot: NFL 2021
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.
Deloitte signs tech-focused sponsorship with Hollywood Park
Professional services giant Deloitte has signed a sponsorship agreement with Los Angeles' Hollywood Park sports and entertainment complex
Draft House – Rocket Mortgage & LA Rams
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.
Clean Jersey Swap – Tide (Procter & Gamble) & the NFL
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.
Super Bowl LV Halftime Show – PepsiCo & the NFL
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.
Vikings Draft Virtual Happy Hour – Miller Lite & the Minnesota Vikings
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.