Old El Paso On Board As NFL UK Super Bowl Partner
NFL UK has announced a Super Bowl LIV partnership with Old El Paso ahead of the showdown between the Kansas City Chiefs and the San Francisco 49ers in Miami.
The brand has become the Official UK and Ireland Partner of Super Bowl LIV and, during the build-up to the game, will share three Mexican-inspired recipes across NFL UK channels.
Michelle Webb, NFL UK Commercial Director, said: “Old El Paso is a great brand to bring on board around our biggest event of the year. It resonates with our audience and we look forward to working with them to help continue to drive NFL fan growth in the UK.”
The content series, starring NFL UK Ambassador and BBC pundit Jason Bell, will encourage fans to ‘Make Some Noise for Super Bowl’, while the former New York Giants cornerback introduces recipes for fans to recreate at home.
Bell said of his involvement in the content: “I’m from California and I have been eating Old El Paso for years! I love Mexican food and when I was playing in the NFL I used to make these meals, so I know how easy they are to prepare. Great food goes hand in hand with the Super Bowl and our Old El Paso NFL-inspired recipes will be the perfect way to get the party started.”
General Mills Europe-Australasia spokesperson Arjoon Bose said: “Super Bowl is one of the biggest global lifestyle events that goes well beyond sport and enjoys an incredible following in the UK and Ireland. At Old El Paso, we believe in making ‘good noise’ with easy, talky moments of sharing food with near and dear ones.
“We are thrilled to partner with NFL UK to ‘Make Some Noise for Super Bowl’ and inspire both foodies and NFL fans in the UK and Ireland to get around the table and into the swing of Super Bowl Sunday with our bespoke Old El Paso recipes that perfectly complement the ultimate game night.”
The videos demonstrate how to use Old El Paso’s dinner kits and will be promoted on both NFL UK and Old El Paso UK and Ireland’s digital channels, along with special product promotions on Amazon UK and Ocado.
