Subway eyes a slice of NFL action as London Games lead sponsor

Sandwich chain Subway has taken to Twitter to share the news that it has been named as lead sponsor and presenting partner for the NFL London Games in the UK and Ireland for the next three years.

|Subway eyes a slice of NFL action as London Games lead sponsor

Some pairings are perfect. Steak & cheese, chicken & teriyaki, Subway® stores & @NFLUK! Proud to be the NFL London Games partner. #SubwayNFL pic.twitter.com/C3hINaxUeu

— Subway® UK & Ireland (@SUBWAYUKIreland) July 12, 2017

The deal will see the popular franchise’s branding integrated with NFL live fan events, a schools programme and other initiatives.

While the NFL is a national religion in the United States with 160 million people tuning into the Super Bowl each year audiences at home have historically been far smaller, although it is now the fastest growing sport in the UK and Ireland with 23 million watching NFL broadcasts over the 2016/17 season.

To kick start the new partnership Subway and the NFL hosted a ‘Summer Bowl’ in Hounslow attended by 500 school children who took part in American Football-themed games under the guidance of NFL players.

A key aim of the initiative will be to reach out to schools in an effort to engage children with the sport and encourage adoption of a fit and healthy lifestyle.

Subway's latest marketing drive features an 'endless' footlong sandwich, a 360 degree Facebook ad prepared by Martin Agency.