The National Football League (NFL) takes place every year in the US, with 32 teams divided equally between the National Football Conference (NFC) and the American Football Conference (AFC).
The Super Bowl is the annual championship game of the NFL and the most-widely watched and telecast sporting event in the US.
In this article, we take a look at the NFL’s sponsors for the 2023/24 season.
As per the terms of the deal, Toyota serves as the league’s Official Automotive Partner. It also leverages the league’s marketing platform to communicate its brand message, while also working towards supporting grassroot NFL programmes aimed towards elevating communities.
The American sports drink brand has been a sponsor of the NFL for roughly 40 years now. Started in 1983, Gatorade enjoys exclusive rights to all league assets, including those of the NFL Shield, the Super Bowl, the Pro Bowl and much more.
In August 2022, the two parties signed a unique eight-year contract extension deal, as per which the two share the revenue on the Gatorade Fast Twitch drink, which made its debut ahead of the 2022/23 NFL season.
American multinational financial services company Visa has been an official partner of the NFL since 1995.
In January 2019, Visa and the NFL announced the signing of a multi-year agreement that resulted in Visa becoming the league’s Official Payment Services Technology Partner until 2025.
Campbell Soup Company (Campbell’s)
The American food processing company has been a long-standing partner of the NFL for over 25 years, having had several contract renewals over the years.
A couple of days before the start of the 2023 NFL Playoffs, Campbell’s launched an activation in Fortnite, a cross-platform multiplayer battle royale game, which was part of the company’s long-running stint as the “official soup sponsor of the NFL”.
The American logistics and e-commerce service provider has been an official partner of the NFL since 2000. The last contract renewal between the two parties was last signed in 2017 on a multi-year deal, the length and financial terms of which were not disclosed.
The multi-year renewal sees FedEx remain the exclusive official delivery service sponsor of the NFL as well as the Super Bowl and the Pro Bowl, while the company also continues to sponsor the NFL Players of the Week and Players of the Year awards.
A charitable component factored into the partnership sees FedEx donate US$2,000 to the United Service Organizations (USO), a non-profit organisation for the USA’s military service members, each week throughout the length of the deal. Donations are made in the name of the quarterback and running back selected by fans as Players of the Week, while an additional donation is made in the name of the Player of the Year during the Super Bowl week.
Frito-Lay, the American subsidiary of PepsiCo that is responsible for the manufacturing, marketing and distribution of snack products, has been a long-standing partner of the NFL — since 2000.
In May 2022, PepsiCo signed a new multi-year partnership deal with the NFL that is set to run until 2023. Although there’s been no update on any contract renewal talks, it is believed both PepsiCo and its subsidiaries are to partner with the NFL going into the 2023/24 season.
Mars, an American multinational manufacturer of confectionery and other food products, last signed a contract extension with the NFL in September 2022. With this renewal, Mars and the NFL announced the return of the “SNICKERS Rookie Mistake of the Year” programme.
Mars has been the official chocolate sponsor of the NFL since 2000.
Also read: Tottenham Hotspur FC extend NFL partnership
The American multinational food and beverage company has been an official partner of the NFL since 2002. Over the years, there have been many iterations and activations pertaining to this deal.
In August 2023, PepsiCo and the NFL signed a new extension deal, focusing on the “Official Zero of the League” campaign for the 2023/24 season. The new sponsorship deal comes with several activation levels that include giving away 100 jerseys with #0 on them. Other promotions through the new partnership include giving tickets to games to those who have attended “zero games” — fans who have watched the NFL from afar but have never gone to a game in-person.
The NFL also has Pepsi Zero Sugar serving as the presenting sponsor for the NFL Rookie of the Week and Rookie of the Year awards.
Dairy Management Inc.
Dairy Management Inc. is an American government-funded dairy products manufacturer. It has been an official partner of the NFL since 2003.
After over two decades of association, Dairy Management Inc. is set to transition its partnership with the NFL to a no-cost collaboration.
Procter & Gamble
Procter & Gamble, an American multinational consumer goods corporation, first became an official partner of the NFL after signing a multi-year contract in 2009. As per reports, the deal was worth more than US$10 million annually, making it the most expensive sponsorship deal in the company’s history. Since then, Procter & Gamble has added more brands to its NFL agreement, including Tide and Duracell.
In February 2018, Procter & Gamble announced the signing of a new multi-year partnership agreement with the NFL. As per reports, the company thus retained marketing rights in the NFL’s grooming, fabric/air care and household goods categories.
The British oil company came on board with the NFL in 2010 as its official oil partner. The two last signed a long-term partnership agreement in March 2017.
The 2017 agreement sees Castrol remain as the exclusive official motor oil of the NFL as well as the Super Bowl and the Pro Bowl, while also continuing to sponsor the (Castrol EDGE Clutch) Performer of the Year award.
Verizon Communications is an American telecommunications conglomerate. Known around the world as one of the leading telecommunications service providers, the New York-based company has been a strategic partner of the National Football League since 2010.
In August 2023, Verizon signed a new five-year deal with the NFL, becoming its Official Private Wireless Network for Coach-to-Coach Communications in the process. This solution provides the NFL with speed, security and reliability for critical on-field coach-to-coach communication.
Anheuser-Busch InBev is a Belgian multinational drink and brewing company. It is the largest brewer in the world.
Also known as AB InBev, the brewer became an official partner of the NFL in 2011, with its beer brand Bud Light acting as an official sponsor of the NFL.
In March 2022, AB InBev and the NFL signed a new multi-year contract renewal agreement, which sees Bud Light activations around notable NFL moments, including the 2022 NFL Kickoff Weekend. Bud Light is now also the official sponsor of NFL celebrations, whether that be a touchdown celebration or a synchronised team dance after a game-changing play.
Marriott Hotels & Restaurants
Marriott Hotels & Restaurants is Marriott International’s brand of full-service hotels and resorts. It became the official hotel partner of the NFL in 2011.
Although the economic crisis following the COVID-19 pandemic resulted in Marriott pulling out of its sponsorship duties for two seasons, it returned as an NFL corporate sponsor after signing a new deal with the league in February 2022.
The American multinational technology corporation became an official partner of the NFL in 2013, signing a five-year deal reportedly worth around US$400 million in total.
After adding an optional year to the previous agreement, in March 2020, Microsoft renewed its collaboration with the NFL by signing a new multi-year deal. As per the terms of this deal, Microsoft aims to help the entire NFL, including its coaches and players, become more efficient through enhanced communication and collaboration via Microsoft Surface devices and Microsoft Teams.
The United Services Automobile Association (USAA) is an American financial services company providing insurance and banking products exclusively to the US military veterans and their families.
The USAA has been an official sponsor of the NFL since 2010.
In September 2020, the USAA renewed its deal as the exclusive military appreciation sponsor of the NFL in a multi-year agreement.
Nationwide, an Ohio-based insurance and financial services firm, became the official insurance partner of the NFL after signing a three-year deal in August 2014.
In 2017, Nationwide renewed its contract with the NFL as part of a four-year agreement to become the official auto, home and life insurance sponsor of the league.
In April 2023, the two parties signed a new multi-year extension deal, which sees Nationwide continue on as the official insurance partner of the NFL. Nationwide also remains the presenting sponsor of the Walter Payton NFL Man of the Year award, which honours a player’s volunteer and charity work as well as his excellence on the field.
Amazon Web Services
Amazon Web Services (AWS), a subsidiary of Amazon, provides on-demand cloud computing platforms and APIs to individuals and companies.
AWS became an official partner of the NFL in 2017, working on the Next Gen Stats (NGS) programme in collaboration with the NFL.
In December 2019, AWS and the NFL signed a new multi-year extension deal, with the goal of advancing player health and safety using AWS tech. The partnership aims to leverage AWS’s artificial intelligence and machine learning solutions to provide a deeper and more profound understanding of the game than ever before.
The NFL and AWS also work together to develop new tools and generate deeper and better-informed insights into player injuries, specifically the impact of a variety of factors such as game rules, equipment, and rehabilitation and recovery strategies. Over time, the collaboration aims to also build the capability to predict the risk of player injuries before they happen.
The American multinational technology corporation signed on as the official technology partner of the National Football League in April 2017.
As per the deal, Intel’s freeD technology is deployed in select NFL stadiums, adding to existing deployments in stadiums in Baltimore, Houston and San Francisco.
American financial software company Intuit came on board the NFL as its official financial and accounting software sponsor in 2019, having signed a three-year deal.
Following up on that deal, the NFL announced the signing of a four-year extension agreement with Intuit in November 2022. As per the latest deal, Intuit’s TurboTax brand remains the presenting sponsor of the NFL’s divisional round playoff games as well as the AFC and NFC championship matches.
Additionally, the NFL also promotes Intuit’s Quickbooks, Mailchimp and TurboTax brands across its digital and social media channels.
American mattress and bed manufacturer Sleep Number signed a multi-year partnership deal with the NFL in 2018.
Sleep Number signed a new multi-year extension deal with the NFL in August 2022, becoming its Official Sleep and Wellness Partner in the process.
As per the terms of the latest deal, Sleep Number focuses on helping the NFL players improve their performance by maximising the benefits of a great night of sleep.
Caesars Entertainment is an American hotel and casino entertainment company founded and based in Reno, Nevada.
In January 2019, the NFL and Caesars Entertainment signed a multi-year partnership deal, the latter becoming the league’s first official casino sponsor in the process.
In April 2021, Caesars Entertainment signed a new multi-year extension deal with the NFL to become its Official Sports Betting Partner. The renewed agreement allows Caesars to leverage NFL marks within the sports betting category and activate retail and online sports betting, while also engaging fans with NFL-themed free-to-play games.
Global health service company Cigna signed a multi-year partnership deal with the NFL in 2018.
In association with the NFL and the National Football League Players Association (NFLPA), Cigna works towards increasing awareness and decreasing stigma around mental health.
DraftKings is an American daily fantasy sports contest and sports betting company. In 2019, it became the Official Daily Fantasy Partner of the NFL after signing a multi-year deal.
In April 2021, Draftkings and the NFL signed a multi-year extension that made DraftKings the Official Sports Betting Partner of the NFL while also extending its previous role as the league’s Official Daily Fantasy Partner.
In September 2023, it was reported that DraftKings would become the presenting sponsor of the NFL Network’s NFL Redzone — a look-in show that allows viewers to watch multiple games at once.
Lowe’s, the second-largest hardware chain in the United States, signed a multi-year partnership deal in 2019 to become the Official Home Improvement Partner of the NFL.
In September 2023, Lowe’s announced the signing of a new multi-year extension deal with the NFL, which kicked off with an integrated marketing campaign featuring a national television commercial, a refreshed roster of the Lowe’s Home Team players, and the release of a limited-edition DIY Wrist Coach accessory that would help fans take on home improvement projects.
A subsidiary of EssilorLuxottica, Oakley is an American company that designs, manufactures and markets sports equipment products and lifestyle eye pieces like sunglasses and watches.
In September 2019, Oakley signed a four-year partnership agreement to become the Official Field Partner and licensee of the NFL.
In September 2023, Oakley extended its on-field partnership deal with the NFL by signing a new seven-year deal set to run through 2030.
The American multinational consumer electronics retailer became the Official Home Entertainment Partner of the NFL in 2020 after signing a one-year rolling contract with the league.
In September 2021, Best Buy announced the signing of a new three-year deal with the NFL.
As per the terms of the current deal, Best Buy’s rights include broadcast enhancements on NFL broadcast rights holders, social/digital inventory and sponsorship of a custom content series on NFL.com, along with being designated as the NFL’s “Official Home Entertainment Retailer”.
Founded in 2011, Hyperice is an American recovery and movement enhancement technology company. In November 2020, it came on board the NFL’s portfolio of sponsors and partners after signing a multi-year deal to become the league’s Official Recovery Technology Partner.
As per the terms of the deal, the partnership brings Hyperice’s next-generation products and technologies to NFL facilities and environments to optimise player performance, improve mobility, and speed up recovery post-game. NFL players have access to the full suite of Hyperice and Normatec technologies, including Hypervolt, Hypersphere, Vyper and Venom.
Invisalign is a clear align system manufactured by Align Technology, an American multinational medical device company.
In August 2020, the makers of Invisalign and the NFL announced a sponsorship agreement that made Invisalign the Official Clear Aligner Sponsor of the NFL.
Through this agreement, the Invisalign brand connects with doctors, patients and consumers through an extended network of NFL-sponsored channels and supports a variety of community initiatives championed by NFL clubs, including youth-focused programmes.
Rocket Mortgage, an American mortgage loan provider, signed a multi-year partnership deal with the NFL in January 2020, becoming the league’s first Official Mortgage Sponsor.
The agreement kicked off during Super Bowl LIV, with the company introducing the Rocket Mortgage Super Bowl Squares Sweepstakes — billed as the largest official game of Super Bowl squares in NFL history.
Also read: A history of Super Bowl commercials
The American multinational fast-food restaurant franchise became an official sponsor of the NFL after signing a long-term deal in July 2020.
As an official NFL sponsor, Subway receives exclusive marketing rights and access to activation opportunities at NFL events.
Founded in 2014, Uber Eats is an online food ordering and delivery platform. In 2020, it signed a three-year partnership agreement with the NFL to become one of its official partners.
In September 2023, the NFL announced that it had agreed on a four-year extension deal with Uber Eats to become its official on-demand delivery partner as well as official rideshare partner.
Cisco Systems is an American multinational digital communications technology conglomerate.
In April 2021, the NFL announced the signing of a multi-year partnership deal with Cisco Systems, making it one of its official technology partners.
As an official technology partner, Cisco holds the right to promote its ongoing work with the league, while also using the NFL to demonstrate its capabilities in building corporate IT networks for increasingly decentralised large businesses.
Diageo, a British multinational alcoholic beverage company, became the first official spirits sponsor of the NFL after signing a multi-year partnership deal with the league in June 2021.
The Diageo sponsorship is uniquely structured with the NFL fan in mind and includes opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital and social content from NFL Kickoff through the Super Bowl.
FanDuel is an American gambling company that offers sportsbooks, daily fantasy sports, horse racing and online casinos.
As part of a massive US$1bn package, the NFL signed a multi-year partnership deal with FanDuel along with Caesars Entertainment and DraftKings, making them the first official sports betting partners of the league.
Truist Financial Corporation is an American bank holding company. In January 2021, it signed a multi-year partnership agreement with the NFL, becoming its Official Retail Bank in the process.
As part of its long-standing partnership with the NFL and Visa, Truist obtains marketing and retail bank rights as well as opportunities for activations at NFL events and fan experiences.
Bread Financial Holdings is an American publicly-traded provider of loyalty and marketing services.
In December 2021, Bread Financial announced the signing of a multi-year partnership agreement deal with the National Football League. Bread Financial signed the deal to acquire the existing NFL credit card portfolio. The new NFL Extra Points Credit Card rewards fans for their purchases and deliver enhanced benefits through a branded NFL team card of their choice.
E&J Gallo is a California-based American winery and distributor. In June 2022, the NFL announced that it had signed a multi-year deal with the winery, making it its official wine sponsor.
As per the terms of the deal, this partnership includes opportunities for local team activation, player imagery and appearances, on-site presence at premiere events, and broadcast, digital and social content from NFL Kickoff through the Super Bowl.
The American multinational pizza chain became the official pizza sponsor of the NFL after signing a multi-year partnership agreement with the league in June 2022.
As per the terms of the deal, the partnership includes a set of exclusive marketing rights, social media games, products, packaging and promotions.
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