13 Jul 2017

By: Sport Industry Group

Subway has announced a new partnership with the NFL London Games, becoming the presenting partner in the UK and Ireland over the next three years.

As lead sponsor of the NFL in the UK, Subway will be integrated across the NFL’s major events and initiatives, including the London Games, the NFL’s expanding schools programme and NFL UK Live fan events across the country. 

As part of the joint commitment to getting the nation fit and active, Subway will be enabling NFL to bring the sport directly into schools across the UK and Ireland. This new programme will extend the work the NFL has already started, and will encourage more children to get into sport.

To launch this new initiative, both parties hosted the ‘Summer Bowl’ at King’s House playing fields in Hounslow. The event saw more than 500 school children taking part in a flag football tournament, coached by eight players from the NFL, and other American football-related activity.

Sacha Clark, marketing director for the Subway brand UK and Ireland commented on the announcement: “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 CSR values around getting families active, made the NFL a very natural partner and we are all incredibly excited about the relationship ahead of us!”

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. As well as their support for our games and live events, this is a fantastic opportunity to expand our schools’ activity across more parts of the country in conjunction with the Subway brand and we look forward to announcing more details of that in due course.” 

Kirkwood will be speaking at the next Deltatre Sport Industry Breakfast Club event on Wednesday 6th September. To register for the event please click here.