Burger King Corp. has signed a deal with the National Football League to become the official QSR sponsor and a national promotional partner of the league, marking the first time the fast food chain has joined forces with a major sport.
The Miami, FL-based QSR said it plans to activate the NFL partnership via restaurant promotions, NFL-themed advertising, kids premiums and Burger King and NFL fan-based programs. For example, during Superbowl season, Burger King Kids’ Meals will feature a choice of an NFL football or U.S. figure skating handheld video game.
While Burger King has been involved with sports on a smaller scale for many years, the NFL “is a pop culture icon that has broad appeal across many of our key customer audiences, including the core Burger King super fan, so this was a natural fit for both brands,” according to a company spokesperson.
The one-year deal with the NFL gives Burger King rights to the NFL, NFL Kickoff Weekend, NFL Playoffs, Superbowl XL and use of all 32 member clubs. Financial terms of the deal were not disclosed.
“The NFL is one of the hottest entertainment properties and one that resonates with our key Burger King customer base,” said Russ Klein, chief global marketing officer at BKC in a statement. “Burger King super fans are as loyal and passionate about football as they are about our food, and this association provides us with a fantastic opportunity to bring great food and great entertainment together for restaurant guests.”
Burger King has the option to renew the partnership for another two years at its conclusion, said NFL spokesman Dan Masonson.
Network
