NFL UK Inks Partnership With General Mills Brand Old El Paso

December 3, 2020

General Mills brand Old El Paso and NFL UK will be bringing the party to the Super Bowl as they announce a season-long partnership.

The new deal sees the brand become to an Official Partner of NFL and Super Bowl LV in the UK and Ireland.

Old El Paso, which is the category-leading Mexican food brand in UK & Ireland, will be hosting the ultimate Super Bowl night in as they team up with footballer and NFL fan Bayo Akinfenwa to celebrate the climax of the NFL season in Tampa, Florida on Super Bowl Sunday, February 7.

During the run-up to the hottest event in the NFL calendar, Old El Paso and NFL UK will be encouraging fans to ‘Make Some Noise for Super Bowl’ as they watch from the comfort of their homes. Akinfenwa will be creating content on his social channels showcasing how the Old El Paso range is the perfect sharing game-day food with easy recipes to complete any Super Bowl party with friends and family.

This content will be promoted on both NFL UK and Old El Paso social channels in UK & Ireland along with a holistic plan including further digital support, bespoke e-commerce partnerships and targeted media activity on Sky Sports/Sky NFL.

NFL UK Commercial Director, Michelle Webb, said: “We are thrilled to continue our partnership with Old El Paso. They are the ideal ingredient to any Super Bowl party and will ensure our fans kick off the biggest event of the year in style. The brand resonates with our audience and it’s fantastic to see how their support has increased the popularity of the Super Bowl here in the UK. With the backing of brands like Old El Paso, and more places than ever to access NFL content, we will continue to see our fanbase grow here in the UK.”

General Mills Europe-Australasia spokesperson Arjoon Bose said ‘At Old El Paso, we’re passionate about creating the good noise that happens from connection via easy, talky, shared moments through food. We are excited to once again partner with a global cultural phenomenon that is Super Bowl which goes well beyond just a sporting event that transcends borders and unites friends and families.

“We want to become synonymous as the game day food of NFL here in UK & Ireland and inspire consumers to share all the joy and excitement of the NFL as they watch from home. Our content series with our Mexican-inspired recipes will hopefully help fans create the ultimate Super Bowl night in as they celebrate one of the biggest events of the year.’’