The National Football League (NFL) UK, the British arm of the NFL, has agreed a new three-year partnership with Subway.
The deal will see the fast food franchise serve as the presenting partner of the league in the UK and Ireland.
Under the terms of the agreement, the sandwich brand will be integrated across the league’s major events and initiatives, including NFL games staged in London, its expanding schools programme and NFL UK’s live fan events across the country.
The two parties will also collaborate to bring the sport directly into schools throughout the UK and Ireland in an attempt to encourage an active lifestyle.
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.”
Sacha Clark, marketing director for Subway in the UK and Ireland, added: “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 values around getting families active, made the NFL a very natural partner and we are all incredibly excited about the relationship ahead of us.”
London has hosted NFL regular-season games since 2007. This year, four matches will be staged in the English capital for the first time, with the games set to be shared between Wembley Stadium and Twickenham Stadium.