Old El Paso is teaming up with NFL UK for a new season-long partnership which sees the brand become an Official Partner of Super Bowl LV in the UK and Ireland. 

During the run-up to the event, the brand will be collaborating with footballer and NFL fan Bayo Akinfenwa for the return of its ‘Make some noise for Super Bowl’ content series.

The videos will be promoted on both NFL UK and Old El Paso social channels in UK & Ireland along with a holistic plan including bespoke e-commerce activity worth £40,000 across the likes of Tesco, Amazon, Morrisons & co-op. Among other activity, Old El Paso’s Squeezies sauce range will exclusively form part of a ‘Super Bowl Big Night In Box’ on Morrisons online.

NFL UK Director of Commercial, Michelle Webb, said: “We are thrilled to continue our partnership with Old El Paso. They are the ideal ingredient for people watching the Super Bowl and will ensure our fans kick off the biggest event of the year in style! It’s fantastic to see how the brand’s support has increased the popularity of the Super Bowl here in the UK.”

Sarah Hanley, Brand Experience Manager for Old El Paso UK, said: “At Old El Paso, we’re passionate about creating the good noise that happens when people truly connect over great food – and that includes cheering touchdowns! We can’t wait to once again partner with the global cultural phenomenon that is Super Bowl, and we hope our content series and Mexican-inspired recipes will again help households create the ultimate Super Bowl night in as they celebrate one of the biggest events of the year.”

Retailers are encouraged to increase in-store visibility of Old El Paso best sellers ahead of the expected increase in demand in the lead up to the Super Bowl.

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