KP Snacks today announces McCoy’s, the UK’s number one ridged crisp brand, has been named the NFL’s Savoury Snacks Partner across the UK and Ireland in a three-year deal running until March 2027.

As an official partner of the 2024 NFL London Games, McCoy’s will have a strong presence within the Tottenham Hotspur Stadium and Wembley Stadium where the games will be played.

In addition, McCoy’s will be the lead 6pm NFL game sponsor on Sky Sports Sunday, launching a new TV advert and broadcast idents, which will feature across the season-long coverage. To engage consumers and drive brand penetration, McCoy’s will also partner with the NFL to deliver a series of competitions and retail activations throughout the season across digital and social platforms.

“We are delighted to team up with McCoy’s as our Savoury Snacks Partner across the UK and Ireland,” said NFL UK & Ireland General Manager, Henry Hodgson. “The NFL has become a core part of the UK sporting calendar, and we are excited to partner with such an iconic brand for the next three years, providing new experiences to existing fans and new audiences.”

Kevin McNair Marketing Director, KP Snacks, commented, “The NFL continues to be one of the fastest growing sports fanbases in the UK, offering action-packed entertainment and excitement. Renowned for its bold flavours and crunchy texture, McCoy’s is the perfect partner for the NFL – bringing together two titans to take fans’ experiences to the next level and help them feel even more connected to the sport.”

The 2024 NFL International Games in London will take place at Tottenham Hotspur Stadium on October 6th and 13th and will conclude at Wembley Stadium on October 20th.

McCoy’s is the UK’s number one ridged crisp brand, worth £183.6m and growing +9% YOY^[1]. McCoy’s maintains strong brand penetration at 25.4% (consumed by one in four households)^[2].