In a groundbreaking move, $766M firm Applebee’s Grill + Bar and Roger Goodell, the Commissioner of the NFL have sealed a multi-year partnership deal. Announced on April 16, 2024, this agreement designates Applebee’s as the “Official Grill + Bar” of the NFL. This exciting collaboration aims to enhance the gameday experience for NFL fans nationwide as the league’s draft commences on April 25th.

Applebee’s longstanding association with NFL fans was recognized, having sponsored the pregame show, “Football Night in America” since 2019. Through this partnership, Applebee aims to deepen its connection with guests and fans, enhancing their overall fan experience.

Applebee’s scores big with NFL agreement

Joel Yashinsky, Applebee’s chief marketing officer, expressed enthusiasm about the partnership, stating, “Applebee’s fans are NFL fans.” He emphasized the opportunity to merge America’s Favorite Grill + Bar with America’s favorite sport, promising a fun and engaging experience for all football fans. Yashinsky highlighted Applebee’s wide array of delicious food and drinks for fans, perfect for enjoying while watching games, whether at their restaurants or at home.

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Tracie Rodburg, NFL’s senior vice president of sponsorship management said, “The NFL is excited to welcome Applebee’s as our official Grill + Bar partner”. Rodburg emphasized Applebee’s commitment to providing top-notch gameday experiences, aligning perfectly with the NFL’s mission.

To kickstart the journey to Super Bowl LIX, Applebee’s is offering an enticing deal during the 2024 NFL Draft. Football fans can enjoy 20 FREE Boneless Wings with a $40 online purchase from April 25 to April 27. This offer is available for To Go or delivery orders placed through Applebees.com or the Applebee’s mobile app. Furthermore, Applebee plans to bolster its partnership with the NFL through national broadcast television and online media investments, along with a presence at NFL tentpole events. 

However, the NFL previously also entered partnerships with big brands such as Brand USA.

NFL’s game-changing partnership with Brand USA

NFL joined forces with Brand USA in September 2023. This partnership marks a significant step in promoting American football across the pond, particularly in the UK, Ireland, and Germany.

As per the report, Henry Hodgson, NFL UK General Manager, expressed excitement about the collaboration, stating, “We are delighted to team up with Brand USA as our Lead Partner for NFL UK and Ireland, and Presenting Partner for the NFL London Games.” Hodgson emphasized the importance of American culture in defining football, underscoring the shared goal of bringing thrilling experiences to fans and new audiences alike.

Staci Mellman, Senior Vice President of Integrated Marketing at Brand USA, echoed Hodgson’s sentiments, describing the partnership as “exciting” and highlighting the synergy between the NFL and Brand USA. Mellman emphasized the opportunity to showcase the diverse travel experiences available in the United States to a global audience.

With an estimated 14.3 million casual fans in the UK and Ireland and 18 million casual fans in Germany, the partnership aims to tap into the growing NFL fandom in these regions. By reaching audiences across the sports, entertainment, and tourism sectors, both organizations seek to enhance the visibility of American football and promote travel to the United States.