NFL Rolls Out Official Auto at International Series Game
At this past weekend's annual International Series in London, the NFL introduced a new official partnership Chrysler U.K. The Detroit-based auto brand will receive a comprehensive rights package relating to the NFL’s assets and key events, including the 2011 NFL International Series and the Super Bowl. The new agreement also includes exclusive broadcast sponsorship of Sky Sports’ live NFL coverage throughout the 2011 season.
At this past weekend's game, Chrysler displayed an NFL/team branded Chrysler Ypsilon and Delta, ran various incentives for NFL fans at both the pre-game Tailgate party and the NFL Fan Rally in Trafalgar Square and transported VIPs to and from various events over the weekend in Chrysler Grand Voyagers.
“This partnership sees two US giants join forces and take centre stage in the UK this weekend," said Nigel Land, Chrysler UK brand director. "It’s a great opportunity for us to promote the Chrysler brand through our association with the NFL, and in doing so showcase our recently launched Ypsilon supermini and Delta hatchback models. Chrysler shares similar brand values to the NFL and with both brands looking to strengthen their position in the UK, it’s a relationship we look forward to developing as the NFL season progresses.”
“We are delighted to welcome Chrysler on board as our Official Car Sponsor as we continue to expand our UK commercial programme," Marc Armstrong, commercial director of NFL UK, commented. "We look forward to working in partnership with such an iconic American car brand on an exciting range of initiatives to target existing and new NFL fans alike, and Chrysler’s support is a great endorsement of the NFL’s continued expansion in the UK.”
Chrysler U.K. launches a special micro-site with more details on the partnership, which can be found here.