Subway secured the position as lead sponsor of the NFL in the U.K. and will be integrated across the NFL’s major events and initiatives, including the London Games, the NFL’s expanding schools program and NFL UK Live fan events across the country. The NFL is now among the fastest-growing sports in the U.K. and Ireland. More than 23 million people tuned in to NFL broadcasts in the U.K. during the '16-17 season and 40,000 people now play the sport in England, according to Sport England figures. The Subway brand will enable the NFL to bring the sport directly into schools across the U.K. and Ireland. To launch the initiative, both parties hosted the "Summer Bowl" at King's House playing fields in Hounslow. The event saw 500 school children taking part in a flag football tournament, coached by eight NFL players (NFL UK). THE DRUM's John Glenday reported Subway took to Twitter to share the news. A "key aim" of the initiative will be to "reach out to schools in an effort to engage children with the sport" and encourage the adoption of a fit and healthy lifestyle. Subway's latest marketing drive features an "endless" footlong sandwich in a 360-degree Facebook ad prepared by Martin Agency (THE DRUM, 7/13).
