On Your Marketers, Get Set, Go: In 2025, NFL Deals Could Surpass $2.5B

By Barry Janoff

September 4, 2025: Super Bowl LIX was played Feb, 9, 2025. Just under seven months later, the NFL and its official marketing partners and others are good to go for the 2025 season en route to Super Bowl LX, Feb. 8, 2026, in Levi’s Stadium Santa Clara, Calif..

New alliances since last season include Abercrombie & Fitch, Adobe, Breitling, Jersey Mike’s Subs, NetApp and Novartis.

There have been notable extension and expansion deals, including Accenture, FedEx, Microsoft, Sony and USAA. 

The NFL’s global marketing footprint this season includes games in São Paulo, Brazil; Dublin, Ireland; London, U.K.; Berlin, Germany; and Madrid, Spain. 

NFL team sponsorship revenue saw an average annual increase of 9.7% over the last three years, hitting $2.44 billion in the 2024-25 season, according to global sports and entertainment intelligence platform SponsorUnited.

"Ticketing, alcoholic beverage, and telecom brands drove more than 60% of the growth.

“If that trend holds, the league could easily surpass $2.5 billion this season and may even approach $2.66 billion by next year “

• Abercrombie & Fitch

The NFL signed a multi-year partnership naming Abercrombie & Fitch as an official NFL fashion partner, a first for a league sponsor. 

The alliance expands Abercrombie & Fitch’s position since launching as a licensed NFL product in 2022. 

To support, Abercrombie debuted a national seasonal campaign, “Style Concierge,” featuring players “known for their personal style off the field”, including Christian McCaffrey (San Francisco 49ers), Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys) and Tee Higgins (Cincinnati Bengals). 

Abercrombie & Fitch said the campaign represents the largest advertising investment the brand has made in the sports space.

It will run nationally across linear, CTV and HBO Max as well as Meta, TikTok and NFL-owned channels. Supporting the campaign, each player has partnered with Abercrombie to design a limited-edition co-designed apparel, available for purchase this NFL season.

In addition, Abercrombie will activate across NFL tentpole events, including select NFL international games and within its retail locations worldwide.

“We're uniquely positioned for this moment where sports, fashion and culture are converging like never before,” Abercrombie & Fitch CEO said Fran Horowitz via the company.

"We've been working with the NFL and premier NFL athletes for several years, so officially becoming a league sponsor is a natural progression. As a style authority, we’re creating products that let fans represent their team while expressing their personal style. This NFL partnership goes beyond licensing. It is about meeting the needs of an expanding audience. Together, the NFL and Abercrombie are helping to build fandom through fashion."

Applebee's: Coach Campbell• Accenture

Accenture global professional services company has been named an official sponsor of the 2025 NFL International Games, which will be played in São Paulo, Brazil; Dublin, Ireland; London, U.K.; Berlin, Germany; and Madrid, Spain. This builds on Accenture’s existing role as the Official Business and Technology Consulting Sponsor of the NFL.

“The NFL’s international strategy is a business transformation as much as it is a sports expansion,” Noel Winn, managing director, said via Accenture.

“We’re helping the league use AI and analytics to make smarter decisions — whether it’s identifying high-potential athletes, evaluating new markets, or tailoring fan experiences. It’s about turning data into action that drives growth, engagement, and long-term value.” 

 • Adidas

Along with Nike and Under Armour, adidas has an NFL presence in the on-field and retail footwear and apparel categories. Athletes who wear adidas include Kansas City Chiefs Patrick Mahomes, New York Jets' Garrett Wilson and Trevor Lawrence, Detroit Lions Amon-Ra St. Brown, Green Bay Packers Micah Parsons and Travis Hunter of the Carolina Panthers. 

• Adobe

In April, the NFL and Adobe unveiled an expanded global partnership that combines AI, creativity and marketing “to deliver a new level of AI-powered fan experiences,”  with Adobe named an official partner of the NFL.

Adobe and the NFL will partner on marketing technology initiatives, including:Personalized Fan Engagement, Fan-Generated Storytelling, Elevated Event Experiences and ‘My Cause, My Cleats’ design.

• Anheuser-Busch Bud Light

Bud Light recently unveiled the limited-edition custom NFL cans for 27 teams for the season, now available at retailers.

(The Green Bay Packers, Dallas Cowboys, Chicago Bears, Minnesota Vikings and Las Vegas Raiders are the teams without Bud Light cans this season; they have deals with Molson Coors).

Each can includes a QR code giving fans access to content and exclusive experiences like VIP tailgates, game tickets, and one-of-a-kind merchandise drops.

Its campaign for the season has started with “Parachute” featuring Peyton Manning.

• Applebee’s

The official grill + bar sponsor of the NFL has the New Ultimate Trio  – a customizable appetizer sampler that lets guests build their own combination by selecting three appetizers and three dipping sauces.

Detroit Lions head coach Dan Campbell returns for his second season as Applebee’s “head shift manager” in the brand’s newest ad campaign.

This season, coach Campbell welcomes a new class of rising stars to Team Applebee’s, including Las Vegas Raiders running back Ashton Jeanty and Houston Texans quarterback C.J. Stroud. 

• Amazon Web Services

Amazon Web Services helped power the NFL Combine and Draft as well as the 2025 NFL Schedule powered by AWS released May 14.

Partnering with AWS, the NFL said it has developed “two groundbreaking experiences: Combine IQ and Draft IQ, using Amazon QuickSight. These experiences have transformed these events, providing insights on player performance and draft predictions to more than 1.14 million visitors and to millions of fans viewing broadcasts worldwide."

• Best Buy

An alliance with NBCUniversal features exclusive spots that will run on NBC and Peacock, including the second season with "spokeshologram" Gram. 

A  new “Best Buy Tech Team,” stars eight lifestyle creators who will show “how technology from Best Buy can help improve the gameday experience. They include Melanie Ekeler (wife of Austin Ekeler), Kelly Stafford (wife of Matthew Stafford), and Claire Kittle (wife of George Kittle); and former pro soccer player Julie Ertz.

"The start of football season is a huge moment in our customers’ lives, and how they get ready for game day is a core part of the experience,” Jennie Weber, Best Buy CMO, said via the company.

"We’re thrilled to show our customers how the right tech plays a huge part in creating that gameday magic, with the help of some familiar faces along the way."

* Bocce’s

Bocce’s all-natural dog treats has a partnership with the NFL Players Assn. through its marketing and licensing arm, NFL Players Inc.

Bocce’s has created the first officially licensed treat collection to celebrate six pro athletes and their pups, "bringing their personalities and favorite game day flavors to life while giving back to the communities and causes that matter most to them."

The lineup: Jake Elliott’s Cheesesteak (Willy & Roxy): Chris Godwin Jr.’s Sliders (Ziggy & Ghost): Tee Higgins’ Tacos (Roscoe): Kyle Juszczyk’s Cheesy Bites (Mozzarella & Pierogi): Keon Coleman’s Wings (Scoota): Brian Asamoah’s Nachos (Chrome). 

• Breitling

The NFL signed a multi-year global partnership that designates Breitling as the official timepiece partner of the NFL.

This agreement marks the NFL’s inaugural collaboration with a luxury watch brand and introduces Breitling as the league’s first global luxury timepiece partner. To support, Breitling has unveiled two NFL team-edition collections: the Chronomat Automatic GMT and the Endurance Pro, featuring specially designed timepieces for each of the league’s 32 teams.

Breitling will activate across key NFL events, including Super Bowl LX, NFL Honors, and other marquee moments throughout the season.

Breitling will present custom timepieces for select winners at the 2026 NFL Honors, presented during the annual awards ceremony. Breitling will also support the league’s long-term commitment to global expansion by activating at Breitling boutiques around the world, including in connection with the 2025 NFL International Games.

• Campbell's Soup

Ten NFL players will represent the brand this season, including Will Anderson Jr.,, Jaden Daniels, Brandon Graham, Sam Hubbard and Dexter Lawrence.

Partnering with Feeding America, Campbell’s Chunky "Sacks Hunger" will donate 1,000 meals for every sack during regular season games.

• Cigna

Cigna, an official health insurance partner of the NFL, supports the NFL Total Wellness initiative by providing health insurance for players, former players, and their families, and offers mental health and crisis resources through the NFL Life Line.

Cigna administers the NFL Dedicated Hospital Network Program and sponsors community events focused on health and wellness.

• Cisco

Cisco this season added six NFL franchise and venue partnerships “further expanding its growing portfolio of clubs and properties leveraging Cisco’s industry-leading enterprise networking and cybersecurity solutions.”

They include the Arizona Cardinals, Buffalo Bills, Carolina Panthers, Chicago Bears, Las Vegas Raiders, and Miami Dolphins; alongside existing partnerships with the New England Patriots and San Francisco 49ers.

Cisco said it would “continue to connect and protect the NFL, its clubs and its stadiums this coming season.”

“Cisco’s unified technology platform demonstrates its strength and reliability providing AI-ready infrastructure, future-proofing League and club workplaces, and ensuring digital resilience across the entire league ecosystem,” Rob McQueen, vp-global sponsorships, said via Cisco.

“This robust technology platform supports our rapidly growing partnerships with individual clubs and stadiums, which have tripled ahead of the 2025 season.”

• Coca-Cola

A new Sprite "Obey Your Thirst" campaign features Jalen Hurts, Super Bowl LIX MVP quarterback of the Philadelphia Eagles.

“Jalen shows up as his true self at all times, which is the main check-box for us when pursuing talent,” A.P. Chaney, senior creative director, Sparkling Flavors, said via Coca‑Cola North America.

“His leadership and refusal to conform and cave to pressure makes him a perfect fit for Obey Your Thirst.”

BodyArmor athletes include Joe Burrow.

• Diageo

Active brands include Smirnoff, Aviation American Gin, Seagram’s Whiskey, Crown Royal, Captain Morgan and Ciroc Vodka.

The NFL Fan of the Year presented by Captain Morgan has officially returned for the 2025 season and nominations are open. Now in its fifth year, the annual contest celebrates fans who spice up the game with their passion for football and serve as a positive force in their families, communities, and beyond.

People can nominate themselves or someone else for a chance to be named their team’s 2025 Fan of the Year

The International Fan of the Year returns for Year Three with its own contest honoring fans across ten eligible global markets. Nominations are now also open.

• EA Sports

EA Sports Madden NFL 26 launched worldwide on Aug. 14 on Xbox Series X|S, PlayStation 5, Nintendo Switch 2, and PC via EA app for Windows, Steam, and Epic Games Store.

Philadelphia Eagles running back Saquon Barkley is on the cover of EA Sports Madden NFL 26 and the Deluxe Edition  the first Eagle to do so in 20 years.
 
• E&J Gallo

Official wine sponsor of the NFL via a deal signed in 2022.

• Fanatics 

In the midst of a ten-year deal signed in 2018 that began in 2020 granting Fanatics exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products (jerseys, sideline apparel and fan gear) that will be sold through the retail community, including NFLShop.com, NFL clubs and brick & mortar stores.

• FedEx

The return of the FedEx Air & Ground NFL Awards for the 2025 season, building on last year’s expanded player eligibility format and marking the first year of a new charitable partnership with Feeding America.

The program, now in its 23rd year, celebrates weekly standouts from across the league while connecting elite player performance with meaningful community support. For the second consecutive season, the FedEx Air & Ground NFL Awards will recognize standout performances not only from quarterbacks and running backs but also from wide receivers and tight ends. 

Every Player of the Week honor will see a donation from FedEx to Feeding America for a local food bank in the winning players’ cities. 

"The NFL is always evolving, and so are we," Jenny Robertson, svp-global brand and communications, said via FedEx. "Expanding the award categories helps us recognize more of the incredible playmakers who move the game forward, just as FedEx continually adapts to deliver with speed and purpose."

• Intuit

The official financial and accounting software sponsor for the NFL since 2019, its current deal thru 2026 includes TurboTax, Credit Karma, QuickBooks, and Mailchimp.

Its national Financial Literacy Forum series and Hour of Finance Challenge launched during Super Bowl LIX week, providing “hands-on financial education tools powered by Intuit for Education, aligning with Intuit’s mission to power prosperity and the NFL’s commitment to social impact, which includes an economic empowerment pillar.”

• Invisalign

The Official Clear Aligner Sponsor of the NFL, Invisalign’s ’Smile Squad” includes Patrick Mahomes, Cam Jordan and Damar Hamlin. The Align Technology brand says more than 500 NFL players across all 32 NFL teams have received Invisalign treatment. 

This past February, Snoop Dogg hosted the NFL Honors presented by Invisalign.

• Jersey Mike’s

Jersey Mike's Subs first major creative push since becoming the official sub sandwich sponsor of the NFL (replacing Subway), features two-time Super Bowl champ Eli Manning as its "New Spokesperson." The twist? A season-long "spokesperson rivalry" with longtime Jersey Mike's frontman Danny DeVito.

DeVito accuses Manning of "stealing" his job. Manning denies that, saying he loves Jersey Mike's Subs. "Lies," says DeVIto. "E-lies!" Two more ads will follow.

• King’s Hawaiian

Spokespersons Eli Manning and Peyton Manning will again star in marketing. Eli Manning is helping to introduce Football Season-ing — a specialty blend designed for tailgating. The brand will highlight the product with a nationwide Tailgate Tour to NFL venues in partnership with the Cincinnati Bengals, Minnesota Vikings, Miami Dolphins, Seattle Seahawks, and Green Bay Packers. 

Proceeds from purchases of the Football Season-ing will be donated to Motiv8, nonprofit organization founded by Hawaiian-born quarterback, Marcus Mariota, "which aims to empower today's youth through academics and the power of sport."

Eli Manning is also featured in a new spot, “Slider Sunday: Pep Talk.”

• Little Caesars

As part of this year's 2025 NFL Kickoff, Little Caesars, entering its fourth year as the NFL's official pizza sponsor, unveiled marketing, 'Little Caesars is the Real Deal," featuring San Francisco 49ers tight end George Kittle, Detroit Lions wide receiver Amon-Ra St. Brown and Philadelphia Eagles running back and Super Bowl champion Saquon Barkley  (in a co-branded campaign with Pepsi).

Little Caesars is also partnering with select NFL teams to feature specialized branding and in-game activations in their local markets throughout the season. Participating teams include the Detroit Lions, Kansas City Chiefs, Los Angeles Rams, Miami Dolphins, New Orleans Saints, Philadelphia Eagles, Pittsburgh Steelers, Tampa Bay Buccaneers, Tennessee Titans and San Francisco 49ers.

"We're proud to continue our partnership with the NFL for a fourth year, connecting with fans through the universal love of pizza and football," Greg Hamilton, CMO, said via Little Caesars.

"This season, we're bringing even more value to the table — starting with the return of our iconic Pizza!Pizza! offer to kick things off. It's our way of making game day even better for fans nationwide, while reinforcing our commitment to delivering quality, affordability and unforgettable moments all season long."

• Lowe’s

Lowe's, the official home improvement partner of the NFL for the 7th consecutive year, launched the Lowe's Earn Your Sunday campaign – a “call to motivate NFL fans to power through their home projects during the week, so Sundays can be reserved for football, family and relaxation without interruption.”

Throughout the season, Lowe's will be reminding fans to earn their Sundays through new advertising creative and an in-person activation at select NFL stadiums and Lowe's stores across the country, where our helpful red vest associates are ready to support fans as they prepare for game day.

Saquon Barkley and All-Pro Justin Jefferson joined the roster alongside returning stars Christian McCaffrey, C.J. Stroud and Dak Prescott.

• Marriott

Marriott International, through its Marriott Bonvoy loyalty program and Courtyard by Marriott, is the Official Hotel Partner of the NFL, Its "Fanbassador" campaign featuries Jason Kelce.

With 39 deals, Marriott Hotels & Resorts was named the "most active hotel brand in sports sponsorship" for 2024, according to GlobalData’s “Sponsorship Sector Report – Travel & Tourism – Hotels 2024.”

• Microsoft

The NFL and Microsoft Corp. signed a multiyear strategic partnership extension, "ushering in a new era of AI innovation across the league."

Per Microsoft: “With 30 stadiums, more than 330 events each year and hundreds of millions of fans, the NFL is one of the most widely watched sports leagues in the world. Integrating Microsoft’s AI business solutions, and cloud and AI platforms into game days and beyond will enable coaches and players to access and analyze game insights and performance in real time to make more informed decisions in a more efficient and customized way.” 

“We are entering a new era of innovation at the NFL through our collaboration with Microsoft to deploy AI across key areas of the business,” Gary Brantley, NFL chief information officer, said via the league.

“Enhancing the league is a responsibility we take seriously, and Microsoft has been a trusted sideline technology partner for over a decade. With Microsoft’s AI technologies, including Copilot, there are tremendous opportunities to elevate the game day experience for our clubs and deliver an even more compelling product to our fans.”

The NFL’s Sideline Viewing System for every club has been upgraded with more than 2,500 Microsoft Surface Copilot+ PCs to empower 32 clubs, roughly 1,800 players, and more than 1,000 coaches and club football staff with real-time game data and analysis tools.

“The NFL and Microsoft partnership is entering a new era, and we’re proud the league is once again putting its trust in Microsoft to bring AI to the NFL,” Bryson Gordon, Microdoft corporate vp-global marketing, said via the company.

“Extending our work together is more than just a football story; it’s a blueprint for transformation. Whether you’re preparing for the championship or running a global enterprise, the principles are the same: insights matter, preparation is essential and the ability to act quickly is critical.”

•  Monster Energy

Monster Energy has a new partnership with Maxx Crosby, All-Pro defensive end for the Las Vegas Raiders 

As part of the partnership, Monster Energy becomes the Official Energy Drink Sponsor of Crosby's The Rush podcast, which will feature Monster branding across 40 episodes, including three custom segments. Additionally, Crosby will represent Monster as a brand ambassador through social media activations, personal appearances, and exclusive content.

• Nationwide

Nationwide new creative starring Peyton Manning as "Motivatin' Manning". The Motivatin' Manning persona follows previous portrayals as Paintin' Manning, Debatin' Manning, and Calculatin' Manning.

Nationwide has been an official sponsor of the NFL since 2014.

The partnership designates the insurance and financial services company as an official auto, home, life, business, agribusiness, pet insurance and retirement planning sponsor of the NFL. The partnership is also highlighted by presenting sponsorship of the Walter Payton NFL Man of the Year Award.

• NetApp 

Cesar Cernuda, president at NetApp, the NFL’s just-signed official intelligent data infrastructure partner, said via the company, “The NFL has been a long-standing customer of NetApp, and it is gratifying to see their interest in expanding our relationship.

"By helping the NFL build an intelligent data infrastructure, we are elevating the sport for fans of football everywhere. Bringing intelligence to the league’s data storage allows them to modernize their infrastructure and gives them the tools they need to agilely adapt to the future.”

• Nike

Last December, Nike and the NFL signed a ten-year extension to their partnership, building on 12 years of collaboration as the exclusive provider of uniforms and sideline, practice and base layer apparel for all 32 NFL teams, 

According to the NFL and Nike, “The partnership will not only shape the future of the sport but also drive a new era of excellence in football — fostering a global, inclusive and safer environment for football players of all levels to thrive.

Last month, Nike unveiled the 2025 Rivalries uniforms intended to “celebrate storied local traditions and unite fan communities with designs unique to select cities and teams.”

“The unveiling of the first eight Rivalries club uniforms and fan gear marks a significant moment for the NFL, Nike and Fanatics, as creativity and innovation merge together to deliver a new take on what it means to be a rival,” Taryn Hutt, NFL vp-club marketing, said via the league.

“Rivalries will bring fresh energy to the field with each new uniform, while providing a platform to amplify the community and hometown pride that is rooted in each NFL fan.”

Adidas and Under Armour are also NFL partners in the on-field and retail footwear and apparel categories.

• Novartis

The past March, Novartis signed as the official first-in-category corporate pharmaceutical partner of the NFL.

The exclusive partnership “aims to empower football fans everywhere to make proactive decisions about their health, better understand screening guidelines and create a playbook for a healthier future.”

Novartis has since served as the league’s presenting partner for the Health and Safety Summit and  Pro Football Hall of Fame Game and Hall of Fame Class Presentation at NFL Honors.

It will support My Cause My Cleats through storytelling around players and the causes most important to tem. Novartis will also activate at the 2025 NFL Draft, Super Bowl LX and other special events throughout the season.

• Oakley

The league’s official on-field eye provider via a deal that runs thru 2030. Includes helmet visors, non-prescription sunglasses, eye glass frames and goggles.


• PepsiCo

Active brands include Gatorade — the league’s longest-tenured sponsor (since 1983) — Pepsi, Frito-Lay and Quaker Oats.

This NFL season, Pepsi is taking NFL stars Josh Allen and Justin Jefferson from the gridiron to the blacktop in its new campaign, "Tailgate Crashers," crashing stadium parking lots nationwide to "show that Tailgating deserves Pepsi

Scxheduled.Tailgate Takeovers at NFL stadiums include the Philadelphia Eagles' Lincoln Financial Field, New York Jets' MetLife Stadium, Washington Commanders' Northwest Stadium,Los Angeles Rams' and Chargers' SoFi Stadium and the Dallas Cowboys' AT&T Stadium. 

"Tailgating sets the stage for gameday, and Pepsi has never been content with sitting on the sidelines," Gustavo Reyna, vp-marketing, said via Pepsi. "With 'Tailgate Crashers,' we're unapologetically crashing the party to bring the bold, refreshing flavor every tailgate deserves. Because when your food and team bring the heat, your tailgate deserves an ice-cold drink that can keep up."

• Procter & Gamble

Official Procter & Gamble brands include Bounty, Downy Rinse, Febreeze, Gillette, Head & Shoulders, Old Spice, Pampers, Swiffer and Tide,

A new Old Spice spot, "Smell Like a Footballman," features Jared Goff, CeeDee Lamb, George Kittle, and C.J. Stroud and Isaiah Mustafa ... The Old Spice Guy

Old Spice NFL Collections include the Kittle Can Cook Deodorant Body Spray, Old Spice NFL Collection Saquon Barkley Soar Body Wash for Men, Old Spice NFL Collection CeeDee TD Deodorant Body Spray, Old Spice NFL Collection Goff the Chain Aluminum Free Deodorant, Old Spice NFL Collection Clutch Play C.J. 2 in 1 Shampoo & Conditioner 


• Rocket Mortgage

The league’s official mortgage sponsor.

• Sleep Number

The NFL's official sleep and wellness partner, "providing smart beds and SleepIQ technology to athletes to optimize performance and recovery." Says that 83% of NFL players† choose the Sleep Number smart bed.

According to the American Academy of Sleep Medicine, “The NFL’s growing awareness of sleep’s impact on performance and health marks a significant shift in how the league approaches player care. As the league integrates sleep science into its player wellness programs and with continued support from sleep experts, NFL players are now better equipped to manage the sleep challenges they face.”

Sleep Number has also been the “Official Crucial Catch Partner” of the NFL, the league’s early cancer detection and risk reduction initiative.

• Snickers

Mars Inc. brand Snickers, the official chocolate sponsor of the NFL, has teamed with reigning MVP Buffalo Bils quarterback, Josh Allen, to bring “bold game day flavors that satisfy at every play”: Snickders Sauces — a limited-edition trio of dipping sauces made with real Snickers ingredients — Caramel Buffalo, Peanut Teriyaki and Chocolate Barbecue.

• SoFi

SoFi financial services firm has signed multi-year partnership with Buffalo Bills quarterback Josh Allen. A campaign will air across major streaming platforms and national cable networks including NBC, ESPN, Amazon Prime Video, and YouTube to show people “how SoFi can empower them to be the MVPs of their own finances, with all the premium benefits they can unlock with SoFi Plus.“

• Sony

Sony’s new NFL Coach’s 1000X headphone series will be on the sidelines for 2025 season. The headsets will be fully integrated across all 32 teams, “enhancing sideline communication and driving real-time strategy with greater clarity and confidence.

The headsets will connect to Verizon Business' Managed Private Wireless Solution through a belt pack.

"As the official headset of the NFL, this launch marks the next step in Sony and the NFL’s ongoing partnership, combining engineering expertise and on-field insight to bring technology innovation to the game," according to Sony.

• Sports Wagering

Includes Caesars, DraftKings and FanDuel.

• TCL

The official Big Screen TV Partner of the NFL.T his year also became an official TOP partner with the International Olympic Committee. 

• Toyota

Toyota North America is back for its third season as the Official Automotive Partner of the NFL.

The brand's "All In. All Season." campaign efforts will focus on community impact through regional and national flag football support for nearly a quarter million youth players, plus weekly chances for people to win such prizes as Brock Purdy's favorite Toyota Sequoia Capstone, signed by the quarterback.

People can see Team Toyota's athletes — Purdy, Eli Manning, Michael Pittman Jr., Kyle Hamilton, Puka Nacua, Jordan Love and Christian Gonzalez — in three spots throughout the season.

"NFL fans know the season is full of surprises — but they can count on us to bring excitement to them every week while investing in the future of football through supporting the next generation," Dedra DeLilli, vp-marketing communications, said via Toyota.

"From gifting a truck signed by Brock Purdy to the glow-in-the-dark showdown at Super Bowl LX to our commitment to NFL Flag, Toyota is showing up for fans all season and for seasons to come."

• Uber/Uber Eats

The official food delivery partner of the NFL.

• Under Armour

This past March, Under Armour signed “long-term partnership” as an official NFL footwear and glove partner, returning after ending its previous NFL deal in 2021. Players endorsed by Under Armour are now allowed again to wear the company’s products on the field before and during games.

It also gives Under Armour access to NFL media platforms. content creators and the league’s distribution channels. This will allow Under Armour to collaborate with the league on content and initiatives for on-field and in-game exposure.

Nike and Adidas also have footwear and glove partnerships with the NFL.

• USAA

USAA and the NFL have signed a long-term partnership extension, "further solidifying their commitment to recognizing and honoring the military community. Building on 14 NFL seasons of partnership, USAA, an Official Salute to Service Partner of the NFL, is reaffirming its care and enduring dedication to providing once-in-a-lifetime NFL experiences to our military, veterans and their families."

“USAA is proud to stand alongside the military community, and our Salute to Service partnership with the NFL is one way we honor those who serve,” president and CEO Juan Andrade said via USAA.

“These experiences go beyond recognition — they create moments of pride and connection for our nation’s service members. Through our partnership, we are giving the military community around the world a visible show of respect from a grateful nation, ensuring they feel supported and appreciated.”

USAA said itwould "continue being the leader in military appreciation all season long, and especially at key NFL events including Super Bowl, Pro Bowl Games, NFL Draft and NFL Kickoff."

USAA will remain the presenting sponsor of the Salute to Service Award, contributing $25,000 in the name of the award recipient to the military aid societies representing all U.S. military branches, which is matched by the NFL Foundation to the recipient’s military charity of choice. Beginning in 2026, USAA will donate an additional $10,000 on behalf of each award finalist.


• Verizon

The NFL's Official 5G Network, provider of the Official Private Wireless Network for Coach-to-Coach Communications, and exclusive provider of fan-facing products such as NFL Sunday Ticket and access to game tickets through programs like Verizon Access. Prior to Super bowl LIX launched FanFest events nationwide.


• Visa

Visa has been sponsor with the NFL since 1995 when it replaced American Express, but entering its final season, to be replaced by American Express next season in the credit card/payment card category.


• Wheaties

Wheaties said its newest legendary orange box would feature Philadelphia Eagles quarterback Jalen Hurts. Hurts’ limited-edition Wheaties Box will be available at retailers nationwide in November.

The alliance also supports The Jalen Hurts Foundation, which provides young people from all walks of life with the resources and support they need to maximize their full potential.”


• While on Earth 

Christian McCaffrey, running back for the San Francisco 49ers, has officially joined While on Earth as a co-founder and investor for the performance footwear and apparel brand. McCaffrey spent his professional career to date with Nike.

Said McCaffrey via the company, "I am at a point in my career where I wanted to build something from the ground up and to be part of something bigger than myself. This isn’t just about putting my name on something. I wanted to share a vision with like-minded people that is represented through footwear and apparel. 

While on Earth executives include Todd Meleney, who spent a decade leading marketing at NOBULL.

• YouTube

A plethora of alliances with the league, anchored by YouTube as the exclusive home for NFL Sunday Ticket. 

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