The NFL has added two new partners to its sponsorship lineup in the U.K. The league told SBD Global that FedEx and the Wall Street Journal have signed on as partners for the remainder of the season until March 31. FedEx will not only be a partner of the league but also have a presence at the two remaining Int'l Series games at Wembley. The logistics company will be featured on LED boards during the games and also have a special on-field promotion. NFL Int’l Commercial Dir Marc Reeves said that FedEx will use the partnership to grow its presence and relationship outside the U.S. Reeves: "For us it’s a great statement of the growing presence of our sport. They do it from a U.K. and global perspective, which is really positive for us." The Wall Street Journal, on the other hand, will use its relationship with the league to showcase its product from a business standpoint. Reeves said that the WSJ will have a presence across the league's various B2B platforms, which includes a business breakfast in cooperation with Leaders on Nov. 7 ahead of the matchup between the Dallas Cowboys and Jacksonville Jaguars on Nov. 9. Cowboys Owner Jerry Jones and Jaguars Owner Shahid Khan are expected to attend the breakfast, according to Reeves. "[The Wall Street Journal] looked deep into our audience, particularly around the U.K. and felt that it was affluent, business-oriented and a really good platform for them," he said. The WSJ will also try to increase its brand awareness by using the NFL's fan events to engage with potential subscribers. Both deals will take effect immediately.
AROUND THE GLOBE: In addition to the two new deals in the U.K., Reeves said that the league has agreed to deals with Ford and online broadcaster iQiyi in China. The two one-year deals, which were signed in August, will focus on the league's "NFL On Tour" and "NFL Home Field" initiatives in China. Both brands will be part of the touring properties, which feature 28 stops across the country this year. Reeves said that NFL Home Field has been the driving force behind some of the league's deals in China, with more than 100,000 attending last year's events. Just north of the border, the NFL has renewed its deal with investment management firm BlackRock. Reeves said that the league is putting a greater emphasis on Thursday Night viewing parties in conjunction with its existing partners in Canada. It also launched a secondary program called "Virtual Tailgate," where partners can engage with fans. Reeves: "Both of those are platforms that we are using in Canada to measure the market and possibly expand and roll out futuristically."
