Keurig has announced a multi-year partnership with the National Football League. The company will become the official coffee maker of the NFL in Canada.
From 2024 to 2027, the exclusive agreement grants Keurig full commercial rights to leverage the trademarks and intellectual property of the NFL and its 32 teams across the Canadian market.
“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,” says Jean-Philippe Leblanc, vice-president of coffee, Keurig Dr. Pepper Canada. “We’re not just brewing coffee; we’re brewing excitement for the game.”
The collaboration will include a multi-channel program with retail marketing initiatives, advertising campaigns, unique content creation, sweepstakes, and game hospitality experiences.
“The National Football League is honoured to partner with Canada’s most trusted coffee maker brand. Keurig delivers a quality brewing experience to millions of Canadians and will now connect directly with NFL fans coast to coast across Canada on game day. We are thrilled to deliver exciting moments on the field paired with a premium at-home coffee experience in this great new partnership,” Gavin Kemp, senior director of corporate partnerships at the NFL, said in a statement.