Subway has signed what it is calling a long-term deal as the NFL’s new quick-service restaurant sponsor, filling the void in the category left by the exit of McDonald’s after the '18 season. Activation plans include in-store promotions and advertising with NFL on-air talent. Subway will underwrite NFL youth platforms, including Play 60 and flag football. Momentum Worldwide, N.Y., negotiated the deal for Subway and will handle activation. The agency would not comment. Subway receives exclusivity in the QSR and fast-casual restaurant categories. Pizza Hut retains its rights in the pizza category. While Subway was the presenting sponsor of NFL games in London for the past three seasons, this deal does not include overseas NFL rights. One potential conflict is that Subway pours Coca-Cola, while Pepsi has held NFL sponsorship rights since '02. However, Subway does sell snacks from PepsiCo's Frito-Lay brand.
ENTERING THE RED ZONE: Subway has dozens of local sports sponsorships, primarily college, largely driven by franchise owners. But it does have NFL team deals with the Ravens and Chargers, according to SportsAtlas. However, the NFL league sponsorship is the chain’s first large rights deal in years, as its national marketing had become increasingly product- and price-focused following the '15 Jared Fogle scandal. However, Subway continued as a heavy ad buyer of NFL and other sports media.
