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National Football League
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Latest National Football League collaborations
Johnnie Walker activation as part of Diageo’s FIFA World Cup 2026 partnership
Johnnie Walker is one of five Diageo brands being activated through Diageo’s role as Official Spirits Supporter in the Americas for the FIFA World Cup 2026, with planned on-the-ground activations, limited-edition bottles and retail programmes across the host cities.
Official collaboration · Global02 · Sep 15, 2026Smirnoff activation as part of Diageo’s FIFA World Cup 2026 partnership
Smirnoff is one of Diageo’s brands included in the FIFA World Cup 2026 activation programme, covering on-the-ground activations, limited-edition bottles and retail activity across the tournament’s 16 host cities.
Official collaboration · Global03 · Sep 14, 2026Under Armour Named Official Footwear and Glove Partner of the NFL
Under Armour and the NFL announced a long-term partnership making Under Armour an official footwear and glove partner of the league, with athlete-performance and fan-engagement components.
Official collaboration · Global04 · Sep 13, 2026Lowe's Continues NFL Partnership with Year Two of 'Earn Your Sunday'
Lowe's began the second year of its 'Earn Your Sunday' activation with the NFL, adding Myles Garrett and Jordan Love to its Lowe's Home Team alongside Justin Jefferson, Christian McCaffrey and Dak Prescott. The program includes exclusive products, member experiences and a touring activation.
Official collaboration · Global05 · Sep 13, 2026Livewire and NFL launch NFL Race to the End Zone
Livewire announced a multi-year partnership with the NFL for creator-led, gaming-inspired entertainment, including NFL Race to the End Zone, creator ambassadors, episodic content and partner activations.
Official collaboration · Los Angeles06 · Sep 12, 2026Breitling NFL Super Bowl LX Team Editions
Breitling’s official NFL partnership includes Super Bowl LX-related team editions and a Seattle Seahawks championship capsule.
Official collaboration · Global07 · Sep 12, 2026Santander becomes Official Banking Partner of the NFL in Spain
Santander became the NFL’s official banking partner in Spain around the league’s first regular-season Madrid game, with ticket presales, promotions and customer experiences.
Official collaboration · Madrid08 · Sep 8, 2026EA SPORTS and NFL expand multi-year interactive football partnership
EA SPORTS and the NFL announced an expanded multi-year exclusive agreement covering Madden NFL, College Football content and new interactive football experiences, including broadcast and esports activations. ([ea.com](https://www.ea.com/news/ea-sports-nfl-expand-partnership?utm_source=openai))
Official collaboration · Global09 · Sep 7, 2026ESPN and the NFL’s Year of the Super Bowl
ESPN launched a yearlong, multi-platform Super Bowl celebration in collaboration with the NFL and Disney, combining content, storytelling, integrations, programming and fan experiences leading to ESPN’s first Super Bowl production in February 2027.
Happening now · Global10 · Sep 5, 2026American Express Named Official Payments Partner of the NFL
American Express and the NFL announced a multi-year global partnership beginning with the 2026 NFL season, including cardmember ticket presales, onsite activations, dedicated entrances and fan perks.
Official collaboration · Global11 · Sep 4, 2026Kraft Heinz becomes the NFL’s first global condiment partner
Kraft Heinz and the NFL announced a five-year global partnership covering stadium and gameday visibility, co-branded marketing, limited-edition packaging and immersive retail activations across the company’s portfolio, including Heinz.
Happening now · Global12 · Sep 4, 2026Nike and the NFL 2026 uniform reveal
Nike and the NFL introduced a new chapter of team-rivalry storytelling through the reveal of 2026 uniforms. The activity is a joint sports apparel and league activation rather than an ordinary seasonal Nike product release.
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