Pop-tarts has announced a multi-year partnership with the National Football League (NFL) in the UK and Ireland.
The Kellanova-owned snack brand is already synonymous with American football in the US, as the title sponsor of the Pop-tarts Bowl. The brand will now become the Official Sweet Snack Partner of the NFL in the UK and Ireland.
The collaboration will see Pop-tarts feature at the upcoming 2025 NFL games in Dublin and London, with activations inside the stadiums and opportunities to sample the product. An on-pack competition will also give consumers the chance to win tickets to the 2025 NFL London games or NFL merchandise prizes.
As well as launching the NFL partnership, Pop-tarts has introduced a new flavour – Frosted Choco Orange – which is rolling out in Sainsbury’s, Tesco and Morrisons.
Holly Wright, Pop-tarts Brand Lead, said: “Since launching in the USA over 60 years ago, taking inspiration from the Pop Culture movement of the day, Pop-tarts has become an iconic American snack. That’s why becoming an Official Sweet Snack Partner of the NFL in the UK and Ireland felt like a strong fit. We’re delighted to be bringing this exciting partnership and our delicious new Frosted Choco Orange flavoured Pop-tarts to UK and Ireland consumers.”
[Mark Craft](https://www.kamcity.com/author/admin-2-2-2-2-2-2-2-2-2-2-2-2-2/)