Chrysler Signs Extensive UK Deal With NFL
Chrysler UK used the NFL’s International Series game at Wembley Stadium on Sunday, in which the Chicago Bears defeated the Tampa Bay Buccaneers, to launch its new partnership with the league in the UK, becoming its official car partner and securing a wide range of rights including exclusive broadcast sponsorship of Sky Sports’ live NFL coverage throughout the 2011 season.
Chrysler ran a number of incentives for fans at both the pre-game Tailgate party and the NFL Fan Rally in Trafalgar Square the day before the game, as well as transporting VIPs in Chrysler Grand Voyagers and displaying team and NFL-branded cars. Chrysler also took over the whole of one of the advertising breaks during Sky’s coverage of the game for the UK exclusive of the award winning Chrysler Super-Bowl XLVI advert starring US rapper Eminem.
Nigel Land, Chrysler UK brand director, said: ‘This partnership sees two US giants join forces and take centre stage in the UK this weekend. 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.’
Marc Armstrong, commercial director of NFL UK, added: ‘We are delighted to welcome Chrysler on board as our official car sponsor as we continue to expand our UK commercial programme. 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.’
