The exclusive partnership runs until 2027 and will see the coffee and soft beverages group work with the NFL on retail marketing initiatives, advertising campaigns and matchday hospitality experiences
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The 2023 Super Bowl broadcast was the most-watched programme in US TV history | Photo credit: Adrian Curiel
Keurig Dr Pepper (KDP) Canada has become the Official Coffee Maker of the National Football League (NFL) in Canada as part of a multi-year marketing, advertising and matchday hospitality partnership.
The exclusive agreement, which runs until 2027, provides KDP Canada with full commercial rights to leverage the trademarks and intellectual property rights of the NFL and its 32 franchise clubs, in Canada.
KDP Canada and the NFL will work together on a multi-channel programme of retail marketing initiatives, advertising campaigns and unique content creation, as well as sweepstake sponsorship and matchday hospitality experiences.
The Super Bowl – the final game of the NFL season – is the most viewed sporting event in North America. US television network Fox reported its 2023 Super Bowl broadcast as the most-watched programme in US TV history, with 115.1 million viewers.
“Our vision is to make Keurig an essential part of fans’ routines, creating a seamless connection between the energy of football and the invigorating power of our coffee,” said Jean-Philippe Leblanc, Vice President of Coffee, KDP Canada.
Part of Texas-based coffee and soft beverages group Keurig Dr Pepper, KDP Canada has a portfolio of more than 60 owned, licensed, partner and allied hot and cold beverage brands. Its coffee portfolio, which primarily comprises Tim Hortons, McCafé, Van Houtte, Starbucks, Lavazza, Folger’s and Tully’s Coffee-branded K-Pods for Keurig’s single-serve coffee machines.