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Bill Belichick appears in the first TV ad in the NLF sponsorship.

Subway makes its first play in new NFL sponsorship

As league’s official sandwich sponsor, chain debuts TV ad with coach Bill Belichick and Watt brothers

Subway, which signed in July as exclusive official sandwich sponsor of the National Football League, declares “Footlong Season” in a new television ad with coach Bill Belichick that debuts Tuesday.

The Milford, Conn.-based sandwich chain tapped Belichick, general manager of the New England Patriots, to launch its new national marketing campaign along with NFL star brothers J.J., T.J. and Derek Watt and NFL Hall of Famer Deion Sanders.

In July, the NFL and Subway announced an official multi-year sponsorship agreement. Subway has exclusive marketing rights and activation opportunities at key NFL events and experiences. The brand will also sponsor NFL FLAG, the U.S. flag football league and support NFL PLAY 60, which is dedicated to keeping youth active and healthy.

“In our first play as a proud sponsor of the NFL, we’re pairing our game day favorite Footlongs with America’s favorite sport and intercepting football culture with an elite squad of stars to help turn football season into footlong season,” said Carrie Walsh, Subway’s chief marketing officer, in a statement.

“Entertaining ad creative, unexpected activations and special meal deals are just the start of our blitz to keep fans excited and fully fueled for every NFL game no matter where fans watch football this season,” Walsh said.

The first wave of television spots includes Belichick helping a surprised fan make smart lunch and fashion choices, and the Watt brothers enjoying footlongs from their own Subway shop.

The campaign will also include print, digital, out-of-home and social media marketing throughout the football season.

As part of the promotion, Subway is offering “Buy 2 Footlongs, Get 1 Free” deal at participating restaurants.

According to the most recent Nation’s Restaurant News Top 200 census, Subway had estimated U.S. systemwide sales of $10.2 billion in the fiscal year ended December 2019, down from $10.4 billion in the preceding year. The brand ended 2019 with an estimated 23,801 U.S. units, all franchised, down from 24,798 in the preceding year.

The company has units in more than 100 countries.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

TAGS: Marketing
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