Sponsor Insights

NFL Training Camp Activations

Over 300 brands have activated across the 32 NFL team training camps in the lead-up to the league’s 103rd season kickoff on September 8th. 

Not surprisingly, the domestic beer subcategory contains 2 of the top 6 most active brands in training camp sponsorships–Bud Light & Miller Lite–whose partnerships with NFL teams last season numbered 27 and 17, respectively. Another 13 alcohol brands also had training camp activations.

Media was a category leader in activations among the most teams. Local TV & radio stations comprised the majority of these brands, with activations or signage with 18 teams across NFL camps.

Healthcare brands–training camps’ third most active category–provided useful products for steamy summer days, distributing free sunscreen, water, and hand sanitizer to loyal fans who came out to root for their favorite teams as they prepared for the upcoming season.

Cutting-edge, fan-first mobile app Socios.com is cropping up across the league after announcing partnerships with 14 teams this offseason. One of its most notable deals this training camp: the naming rights to the New England Patriots indoor practice facility, now known as the Socios.com FieldHouse. 

Meanwhile, the Indianapolis Colts and Marvel Entertainment announced another singular collaboration: Marvel activations and handouts throughout the season will feature Colts players, mascots, and cheerleaders as superheroes, based on their personality traits.

On the culinary front, Utility provider Xcel Energy showcased its “Vikings Table” custom-built food truck at the Minnesota Vikings camp, where it served up food and drinks to fans. During the NFL season, the gleaming purple truck will provide free healthy meals and nutritional education to underserved youth across the Greater Twin Cities area, in partnership with the Minnesota Vikings Foundation.

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