Keurig, NFL team up on multi-year partnership

Keurig has signed an exclusive multi-year partnership with the National Football League (NFL).

The deal, extending from 2024 to 2027, provides Keurig with full commercial rights to leverage the trademarks and intellectual property rights of the NFL and its 32 clubs in Canada.

As the official coffee maker of the NFL in Canada, the brand will roll out a multi-channel program of retail marketing, advertising, content creation, sweepstakes and game hospitality.

"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, Keurig Dr Pepper Canada, in a statement. "We're not just brewing coffee; we're brewing excitement for the game."