Heinz Mustard partners with NFL UK

09 Aug 2017

By: Sport Industry Group

Heinz Yellow Mustard has been announced as the latest brand to sign a partnership deal with the NFL UK, becoming the new official mustard sponsor of the NFL in the UK.

With a marketing investment of over £400,000, the partnership is being brought to life by the ‘Ultimate Playbook’ social campaign and supported through in-store execution in Tesco, which will see POS, shippers and online banners.

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 trip to Super Bowl LII in Minneapolis.

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 and Twickenham Stadiums.

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.

“Heinz Yellow Mustard is the number one yellow mustard on key metrics of ‘great quality’ and ‘worth paying for more’[1], and has the fantastic association of being the perfect condiment to a hot dog which is staple of NFL game days. 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 partnership follows the Jacksonville Jaguars announcing LGT Vestra US as its first ever UK partner last week.