American football’s NFL has renewed and expanded its long-running partnership with the Campbell’s Company, the US-based soup brand.
Now entering its 29th year, the partnership is expanding for the first time into the frozen meals category.
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Through the renewed agreement, the Campbell’s Company will activate around its Campbell’s Chunky brand, which recently expanded for the first time with the launch of Chunky Frozen Bowls.
Throughout the season, Chunky will activate across marquee NFL moments.
The NFL has had a relationship with the Campbell’s Company since 1997 when Campbell’s became the league’s official soup sponsor.
Tracie Rodburg, senior vice president of global sponsorship at the NFL, said: “Campbell’s has been a trusted partner for nearly three decades, with food that is a centerpiece of NFL gameday traditions. We’re excited to continue working with Campbell’s on an expanded lineup of fan favorites.”
In terms of recent commercial activity, the NFL agreed a major sponsorship deal with spirits conglomerate Pernod Ricard, which owns the rights to several of the world’s top brands, in July.
The partnership, worth a reported $20 million per year, will be led by the Jameson Irish whiskey brand, which becomes a new official partner of the league, and will gain prominent branding throughout games and across marquee events.
Pernod Ricard replaces rival Diageo as the NFL’s official partner in the spirits category.
This year, the NFL has also secured lucrative deals with PayPal, US Bank, and American Express.
The league also announced a new exclusive multi-year partnership with sports merchandising giant Fanatics.
