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Add some NFL jerseys to the football memorabilia lining the walls at your local Applebee’s.
Today, the National Football League announced Applebee’s Grill + Bar as its “official grill + bar” sponsor in a multiyear deal starting just in time for the upcoming NFL Draft.
The more than 1,500-location casual dining chain has ensconced itself in local sports marketing since its inception, but it has made more of a play for the big leagues in recent years—joining NBC’s Football Night in America pregame show for Sunday Night Football as a sponsor in 2019 and partnering with NFL players on digital video projects with Whistle Sports.
With the announcement, Applebee’s further connects itself with the NFL, bringing multiple opportunities for both sides of the partnership.
Naturally, Applebee’s celebrated this news by offering 20 free boneless wings to anyone who makes an online purchase of $40 or more during the 2024 NFL draft from April 25 through 27.
It’s excellent timing for the company, considering that the first round of last year’s draft on ESPN, ABC and the NFL network brought in a combined 11.29 million viewers—trailing only the 12.5 million who watched the 2021 installment and the aberrant 15.26 million who watched in 2020 when all other sports options were shut down.
Teaming up on a new partnership
Tracie Rodburg, senior vice president of sponsorship management at the NFL, noted that there are a few other crucial commonalities between Applebee’s and the league. Most notably, Applebee’s vendors include NFL sponsors Anheuser-Busch and PepsiCo, creating opportunities for the league to interact with fans and friends of all kinds.
“Partnering with the National Football League to be the official Grill and Bar of the NFL is a perfect fit for Applebee’s because many of our guests and team members are NFL fans,” said Joel Yashinsky, chief marketing officer at Applebee’s. “A partnership with the league felt like a great next step to take our authentic engagement to the next level to better serve our guests in new and fun ways and celebrate football year round.”
