Heinz becomes NFL official sponsor in the UK
August 8, 2017
Heinz Yellow Mustard is today announced as the latest international brand to sign a partnership deal with the NFL UK – becoming the new official sponsor of the NFL in the UK.
With the long-standing association between the American-style yellow mustard and the NFL, Heinz is looking to build on the ever-growing popularity of the NFL in the UK and position Yellow Mustard as the number one mustard brand nationwide.
With a marketing investment of over £400,000 ($520,000), the partnership is being brought to life by the ‘Ultimate Playbook’ social campaign and supported through in-store execution in Tesco.
A competition will be running throughout the NFL’s London Games season, with fans encouraged to upload their ‘ultimate play’ to the ’Ultimate Playbook’ to be in with the chance of winning the main prize of a trip to Super Bowl LII in Minneapolis.
3️⃣2️⃣ DAYS UNTIL #Kickoff2017 pic.twitter.com/MwkulYJYE4
— NFL UK (@NFLUK) August 6, 2017
Joel Hughes, senior brand manager, Heinz Yellow Mustard, said: “The partnership between our mustard and the NFL in the UK is extremely exciting as it places Heinz Yellow Mustard as the go-to condiment at the NFL games, therefore driving further awareness of the brand and its fantastic taste credentials.
“With many consumers planning to sit and enjoy the NFL on their televisions at home, and stats showing that during the 2016-17 season NFL television coverage in the UK attracted more than 23 million unique viewers, it creates the perfect opportunity for consumers to gain access to unique prizes and create game time snacks at home featuring Heinz Yellow Mustard.”
Melissa Brown, NFL UK’s vice-president of commercial partnerships, said: “Our partnership with Heinz Yellow Mustard gives us the opportunity to present our sport to new fans in a fun, creative and engaging way and we look forward to a successful relationship with such a forward-looking brand.”
The NFL has played 17 regular season games in London in the past decade and is set to play four fixtures the first time this season, including two at Wembley Stadium and Twickenham.
