American football's NFL has announced ETM Group, ARC Inspirations, and Regional Taverns as official UK sports bar partners for the 2024 season.
As part of the deal, each company will be the NFL’s hospitality home in its respective region in the country.
ETM Sports Pubs & Kitchens will be the NFL’s hospitality home in London, ARC Inspirations and its Box venues in the Midlands and north of England, and Regional Taverns, the operator of Ludo Sports Bar & Kitchen in Bath, in the South West.
To launch the partnership, each of the companies’ venues will host various activations, competitions, and parties.
The partnership will cover this weekend's Super Bowl LVIII, 18 regular season rounds, and the playoffs through the 2024 NFL season, and then Super Bowl LIX, set to take place at the Caesars Superdome in New Orleans, Louisiana, on February 9, 2025.
Henry Hodgson NFL general manager for UK and Ireland, said: “This partnership will enable us to take our games and NFL broadcasts to new audiences in the UK.”
The partnership begins with the upcoming Super Bowl in Las Vegas at Allegiant Stadium, where 12 venues will host official watch parties.
The move comes as part of the NFL’s wider internationalization efforts, having announced this week the Philadelphia Eagles as the home team for the league’s first-ever game to be hosted in South America.