The NFL Jets today announced a multiyear deal making Porsche the team’s official sports car and luxury vehicle and marking the German automaker’s first team deal in major U.S. sports. The central asset in the seven-figure agreement is naming rights to the Jets Green Room club at MetLife Stadium, a space that Jets President Neil Glat said appealed to Porsche due to its high-end clientele. He said, “We have celebrities in there, we have alumni in there, we have a lot of business partners in there.” He added that the Jets presented data to Porsche indicating that their fans either purchase or are more likely to enter the market for a luxury vehicle than fans of other teams.
In addition to the club space, Porsche will be highlighted in content initiatives, including one called Players in Porsches, in which Jets players are interviewed while riding in a Porsche. Glat said that while the content will first be presented digitally, he anticipates it being incorporated into Jets programming on both SNY and CBS. The Jets also will offer season-ticket holders and rewards program members driving experiences at a local track with Jets personalities. The parties will host Porsche-branded off-site networking and business development events.
Lexus was the team’s previous luxury auto partner, which is carved out as a separate category from the team’s general car deal with Toyota. Prior to Porsche, Tiffany & Co. and Panasonic have both held naming rights for the Green Room. The deal was negotiated in-house by both parties.
