The NFL and burger chain Five Guys on Wednesday announced a U.K.-wide retail partnership. The partnership, which launched earlier this week, will see all 32 Five Guys stores across the U.K. be rebranded in the colors of one of the 32 NFL teams until the end of November. Every Five Guys restaurant will feature an NFL locker-style installation of an individual NFL franchise, including helmet, game jersey, game ball and fun facts. “[It] is the biggest consumer promotion that we’ve done in the U.K. by some distance,” said Alistair Kirkwood, managing director of NFL UK. Five Guys customers will also have the chance to win a trip to the U.S. to attend Super Bowl 50 in Santa Clara, Calif. In addition, Five Guys’ cups and napkins will have even more information about the league and its teams. “That’s the kind of initiative we need to be building on as we try and become more mainstream,” Kirkwood said. “One of the best ways of doing that is to be part of people’s everyday life.” The NFL declined to comment on financial terms of the deal. However, Kirkwood told SBD Global that sponsorship revenue for the NFL Int’l Series games increased by “about 30%” in comparison to last year. He also added that the league will announce additional partners for this year’s London games in the weeks to come. Customers will also have the opportunity to win weekly prizes, including Five Guys burgers and NFL merchandise at fiveguys.co.uk/NFL.
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| 2015 NFL Int'l Series Partners (Five Guys not included) |
