Burger King will not renew its National Football League sponsorship deal when it expires after the current football season.
Burger King spokeswoman Heather Krasnow told Promo on Thursday that the fast food chain would opt out of its position as the league’s quick service restaurant sponsor as its three-year deal concludes this season.
Krasnow confirmed a report in the SportsBusiness Journal that cited sources saying Burger King was likely to spike its sponsorship deal with the pro football league. That report indicated Burger King was dissatisfied with the lack of opportunities for local promotional activities resulting from its NFL role.
NFL spokesman Brian McCarthy declined to comment on Burger King’s decision to not renew its sponsorship. He also declined comment on whether the league was seeking a new sponsor in the QSR category.
McCarthy said the NFL had not had a sponsor in that category for five years prior to the Burger King deal.
The NFL’s previous QSR sponsor was McDonald’s.
Asked to comment on that restaurant chain’s interest in revisiting its relationship with the NFL, John Lewicki, director of alliance and events marketing for McDonald’s issued this statement: “We’re always talking to a variety of properties throughout the year to find the best fit for our brand. Currently, we have no immediate plans for a partnership with the NFL.”
But McDonald’s has plenty of time to pick up the ball. Burger King’s NFL sponsorship deal runs through the end of March.
Burger King’s final play will apparently be an interactive, traveling fan experience dubbed the “Have It Your Way NFL Challenge,” awarding prizes in a trivia contest.
Its last stop will be at the NFL Experience during the Super Bowl. After that, Burger King will have it no way with the NFL.
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