La-Z-Boy inks a sponsorship deal with NFL

The NFL London Games has named La-Z-Boy as its official furniture partner.

La-Z-Boy, the world’s most famous sofa brand, has signed a three-year deal with the National Football League (NFL) to provide ‘The best seats in the house’ for the two London games at Tottenham Hotspur Stadium. In addition, La-Z-Boy has also become the primary sponsor of the Jason & Osi Podcast, in which the two former NFL players and BBC gurus discuss the game.

The NFL London Games has named La-Z-Boy as its official furniture partner.

All three London Games will include La-Z-Boy branding throughout the stadiums, as well as on the NFL UK website.

The alliance will debut during the January Furniture Show, the UK’s largest furniture trade show, which will return to the NEC in Birmingham in April after being delayed.

“NFL fans are very dedicated to their sport and that means watching the games in comfort is a big deal. We’ll not only be offering the chance to win game tickets, but providing the ‘best seats in the house’ so fans can enjoy a game in world-renowned La-Z-Boy comfort,stated Mark Draper, Managing Director of La-Z-Boy UK.

“La-Z-Boy chairs and sofas are all about celebrating time with friends and family as well as relaxing to enjoy me-time – both of which fit perfectly with the NFL fanbase. We’re very excited to work closely with the NFL in the UK and Ireland and get to know NFL supporters even better.

“We’re delighted to welcome La-Z-Boy UK as our official furniture partner of the NFL London Games. The brand and activation work perfectly and we’re excited to see what the next three years bring for both brands,” said Michelle Webb, the NFL’s European Commercial Director.

“The NFL deal will elevate our brand in the UK and Ireland by reaching a consumer group which is in keeping with our strategic vision,” stated Natasha Wright, Brand Marketing Director for La-Z-Boy International.

It turned out that the agreement is part of La-Z-Boy’s plan to celebrate its 100th anniversary in 2027. The sofa brand has been making some of the world’s most comfortable furniture for 95 years, with headquarters in Monroe, Michigan.

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