Subway® stores are proud to announce a groundbreaking new partnership with the NFL London Games having secured the position of Presenting Partner in the UK and Ireland over the next three years.
Since 2007, the NFL has been breaking down international barriers by playing regular-season games in the UK. This year, a decade on, the NFL will stage four games in London for the first time. The Subway® brand have secured the highly sought after position as lead sponsor of the NFL in the UK and will be integrated across the NFL’s major events and initiatives, including the London Games, the NFL’s expanding schools programme and NFL UK Live fan events across the country.
Already the biggest sport in the United States, with more than 160 million people watching the Super Bowl each year, the NFL is now among the fastest-growing sports in the UK and Ireland. More than 23 million people tuned in to NFL broadcasts in the UK during the 2016/17 season and 40,000 people now play the sport in England alone, according to Sport England figures. As the largest QSR with over 2,500 stores in the UK and Ireland, the Subway® brand will bring the NFL experience to a whole new audience through their network of stores, by engaging Sandwich Artists™ and customers in-store as well as via the events and social media.
As part of the Subway® brand and NFL’s joint commitment to getting the nation fit and active, the Subway® brand will be enabling NFL to bring the sport directly into schools across the UK and Ireland. This new programme will extend the work the NFL has already started, and will encourage more children to get into sport.
To launch this new initiative, both parties hosted the ‘Summer Bowl’ at King’s House playing fields in Hounslow. The event saw 500+ school children taking part in a flag football tournament, coached by eight players from the NFL, and other American Football-related activity. Both brands are passionate about getting children engaged and excited about taking part in a sport, while introducing them to the exhilarating world of American football.
Sacha Clark, Marketing Director for the Subway® brand UK and Ireland commented on the announcement: “We put guests at the heart of everything we do and are constantly looking for new ways to both enhance their in-store experience and grow what they love about the brand. This partnership does exactly that. The monumental growth of the sport in the UK, plus a close alignment of our CSR values around getting families active, made the NFL a very natural partner and we are all incredibly excited about the relationship ahead of us!”
Alistair Kirkwood, Managing Director of NFL UK, said: “We are very excited about our new partnership with the Subway® brand and the potential for us to work with them in continuing to develop our sport. Our respective brand values are very closely aligned and make us a perfect fit for each other. As well as their support for our games and live events, this is a fantastic opportunity to expand our schools activity across more parts of the country in conjunction with Subway® brand and we look forward to announcing more details of that in due course.”