Nerds scores NFL UK and Ireland partnership - Sportcal

Nerds scores NFL UK and Ireland partnership – Sportcal

Posted by author January 24, 2025 NFL

The deal will include branding presence at the NFL’s 2025 London games. (Sarah Stier/Getty Images)

American football’s elite NFL has expanded its international partnerships portfolio, through a new deal with US-based confectionary manufacturer Ferrara centered on the UK and Ireland.

The deal, based around Ferrara’s Nerds confectionary brand, will launch immediately and run through the final weeks of the 2024-25 season, as well as the entirety of the 2025-26 campaign.

Nerds will activate around the NFL season, beginning with 2025’s Super Bowl LIX, during the halftime of which its first-ever UK TV advert will be aired.

In the UK the game will be broadcast both on free-to-air commercial broadcaster ITV, as well as pay-TV heavyweight and NFL rightsholder Sky Sports, while in Ireland it will be shown on free-to-air commercial network Virgin Media Two.

Across the UK, Nerds will launch advertising displays at retailers in conjunction with this to promote its Nerds Gummy Clusters range with co-branded NFL promotions.

Fans that purchase Nerds Gummy Clusters will also be able to win one of 20 pairs of tickets to the NFL’s annual London games, which in 2025 will feature the Jacksonville Jaguars, New York Jets, and Cleveland Browns, where the Nerds brand is set to have a heavy presence.

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Speaking on the partnership, Nerds country manager for the UK Kevin Massie stated: “This partnership marks a milestone for Nerds as we continue to evolve our brand and reach new audiences.

“With the NFL’s growing popularity in the UK, this partnership provides a unique opportunity to engage American football fans in new, exciting ways.”

The NFL has a number of partners in the UK already, many of which are focused in the food and drink sector, and particularly the snack market.

In 2024 the McCoys crisp brand became a partner of the NFL in the UK and Ireland in a multi-year deal running through the 2026-27 campaign, gaining sponsorship inventory on both NFL digital and social media channels.

McCoys is also the lead sponsor of NFL games broadcast on UK rightsholder Sky at 6pm Sunday UK time through the season, with McCoy’s broadcast idents and branding present.

The brand was also a partner of the 2024 London games.