The professional American football team, New York Jets, have unveiled a series of UK-based partnerships as part of their strategic expansion into the European market, ahead of their eagerly awaited clash with Denver Broncos at Tottenham Hotspur Stadium on October 12.
The announcement underscores both the NFL’s broader ambition to globalize American football and the Jets’ targeted efforts to deepen fan engagement across the United Kingdom.
Helix Wireless has been named the presenting partner for the “Touchdown Tailgate” fan event at Vinegar Yard on October 11. The company’s branding will be prominently displayed on player practice jerseys and on the stadium videoboard during the game. Hershey’s will add an interactive element to the fan event with Reese’s-themed games, prizes, and product giveaways, while Topman will create a memorable photo activation featuring a green carpet and a classic double-decker bus, bringing the Jets’ London experience to life.
Nike continues its collaboration with the Jets by hosting a live customization activation, where a local artist will design one-of-a-kind Jets-themed Nike Air Force 1 shoes for fans, which will then be raffled at the event. The brand will also present championship rings to the three-time Jets NFL Girls Flag League champions, Ealing Fields. Meanwhile, Avery Dennison has been appointed the presenting partner for all Jets watch parties across London, further amplifying fan engagement throughout the city.
Commenting on the occasion, Jeff Fernandez, Senior Vice President of Business Development + Ventures for the New York Jets, said, “We’re proud to expand our partnership with Helix Wireless as they join us in London, building on their impactful presence in the U.S. Alongside Hershey’s and Topman, and in collaboration with our existing global partners, this dynamic lineup will deliver an unforgettable week of fan engagement and celebration leading into our game at Tottenham Hotspur Stadium.”
Since being awarded international marketing rights in the UK in 2022 and in Ireland in 2024, the Jets have steadily grown their European presence. In partnership with SPORTFIVE, the team has launched dedicated social media channels, produced localized digital content, and hosted in-person activations, including a live UK draft pick broadcast from The Shard. These initiatives are designed to cultivate a lasting fanbase and create a vibrant, immersive NFL experience.
The London game marks a key milestone in the Jets’ international strategy while highlighting the NFL’s ongoing mission to expand American football globally. Fans can look forward to a week of innovative brand activations, community events, and interactive experiences leading up to kickoff.
