The National Football League’s (NFL)centennial season just touched down as new and returning brands are using this season to capture the attention of die-hard football fans. This year, 32 sponsors and licensees are launching various experiential activations and social initiatives. Here are five paramount brand partnerships of the 2019 football season so far.
Pizza Hut Releases Hut Hut Win Game
Back for its second year of NFL sponsorship, Pizza Hut has created an interactive collect-and-win game called “Hut Hut Win” that gives fans the chance to win more than 10 million instant prizes including merchandise, trips to the Super Bowl, Draft Weekend tickets and more. To enter, fans must spend a minimum of five dollars at Pizza Hut, then go online to register for the game. For every $5 spent, fans earn one of 32 NFL virtual game pieces. The more pieces they earn, the higher their chances are for scoring prizes. Pizza Hut is going bigger and bolder this year by putting one of the larger prizes in the hands of fans. Individuals can make the call on the “Ultimate Fan Prize” by visiting Pizza Hut’s Twitter account to vote on one of three unique prizes: an Exclusive Thursday Night Football Experience, a VIP NFL Draft Experience in Las Vegas or a One-Of-A-Kind NFL Combine Experience in Indianapolis where fans can see workouts and interviews with team officials. In a press release, Marianne Radley, Chief Brand Officer of Pizza Hut stated, “In our second season as the Official Pizza Sponsor of the NFL, we’re taking our partnership to the next level for fans with the launch of Hut Hut Win. Our game plan is simple – create unforgettable experiences that connect our fans to their favorite sport like no one else can.”
Dunkin’ Gets Fans Game Day Ready All Season Long
Longtime partner of the New England Patriots, Dunkin’ is celebrating the team’s sixth World Champion title by giving DD Perks loyalty program members additional incentives for using a Dunkin’ card or mobile ordering. On the home opener night, September 8, members received 30 DD Perks points rather than five per dollar spent on any sized hot or iced coffee. Throughout the entire 2019 season, DD Perks Members will also earn twice as many points on any hot or iced coffee when paying via a Dunkin’ card or mobile app ordering.
Pepsi Is Always Celebrating The NFL
To launch its 17th consecutive sponsorship of the NFL, Pepsi launched a new campaign, “Always Be Celebrating,” to celebrate the NFL’s 100th anniversary. The campaign includes a national television ad (also available on Youtube) that features a range of epic touchdown and fan celebrations set to the tune of “Cha Cha Slide.” Pepsi also expanded upon its efforts with the NFL and United Way to launch the “Pepsi Cause for Celebration” program in which for every touchdown through Thanksgiving, Pepsi will donate funds equivalent to 100 meals to the team that scored the touchdown’s local United Way. Fans can celebrate and stay connected throughout the season by using the hashtag, #AlwaysBeCelebrating on their social media channels.
Reddit Kicks Off New Partnership With The NFL
A new partnership between Reddit and the NFL will bring an interesting twist on their “Ask Me Anything” series, as it will feature active players, NFL legends, league representatives and fans who will engage directly with those who have submitted questions. This video series will be distributed on Reddit and social media accounts of the league and its teams. Advertisers will also have the opportunity to sponsor videos with pre-roll ads. Alexandra Riccomini, Reddit’s Senior Director of Business Development and Media Partnerships, stated in a release, “We’re thrilled to work with the NFL as our first partner to test a brand-new type of content and advertising relationship. Reddit is among few places on the internet with such an active, passionate, and engaged community of NFL fans.”
Verizon Huddles Up To Offer Customers Promising Deals
Verizon has teamed up with the NFL to push its “Verizon Up” loyalty program. Exclusively for Verizon Up members, individuals can now buy a full season of NFL RedZone on the NFL mobile app for $9.99 to watch every touchdown from every game, all in one place. Members also have the chance to win NFL tickets by following Verizon on Twitter, Instagram, or Facebook. Later this season, Verizon will leverage the NFL’s speed and athleticism to help introduce their 5G service.
With the NFL being one of the most profitable leagues in American sport, brands are eager for football-related partnerships. Leveraging this upcoming 2019/2020 season, they hope to stand out from their competition and target the substantial football-loving crowd.
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