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Few combinations scream America like football and chicken wings.<\/p>\n
And Applebee\u2019s, the restaurant chain known for its boneless wings, is cashing in. When football season kicks off later this year, Applebee\u2019s will be the official bar and grill of the NFL as part of a partnership struck up earlier this year.<\/p>\n
The move to team up with the league is the latest in a series of pushes into sports marketing from Applebee\u2019s, which has made plays to center itself around America\u2019s actual favorite pastime.<\/p>\n
\u201cWe\u2019ve done some work, some research, and Applebee\u2019s guests over-index as NFL fans,\u201d Joel Yashinsky, Applebee\u2019s CMO, said. \u201cWe were able to work together to develop a partnership that we were really excited to bring forward that we think is going to be a huge benefit for our restaurant, and, most importantly, for our guests.\u201d<\/p>\n
Play ball<\/h2>\n
Applebee\u2019s restaurants have long featured televisions that are often showing sports, and in the United States, no sport is more popular than football: In a Gallup survey conducted last December, 41% of US adults ranked football as their favorite sport, a larger percentage than those who chose baseball and basketball combined. It has maintained its position as the top sport among US adults since 1972, when it overtook baseball, according to Gallup research.<\/p>\n
Applebee\u2019s, meanwhile, has also aligned itself with the sport in other ways: It has been the official sponsor of Football Night in America<\/em>, the pregame show for NBC\u2019s Sunday Night Football<\/em>, since 2019. And last month, Whistle, a sports and entertainment content creation company, released a video\u2014sponsored by Applebee\u2019s\u2014where San Francisco 49ers wide receiver Brandon Aiyuk works as an \u201cundercover server\u201d at an Applebee\u2019s.<\/p>\nThe partnership, which Yashinsky said will last for multiple years, kicked off with a promotion tied to the 2024 NFL Draft in April, offering customers 20 free boneless wings with online orders of at least $40 over a three-day period.<\/p>\n
Yashinsky said the partners are considering an array of activations through the rest of the multi-year partnership, ranging from in-season promotions to possibly offering a sweepstakes to send fans to the Super Bowl.<\/p>\n
\u201cThat partnership is going to have a lot of different elements to it that we think is going to be a lot of fun,\u201d Yashinsky said.<\/p>\n
To spread word of the partnership, the company plans to roll out ads across digital and social, Yashinsky said. Applebee\u2019s plans to debut another promotion around the start of the NFL season in September, Yashinsky said, and while he refrained from offering specifics, he noted that there will likely be several cross-activations between the brands throughout the year.<\/p>\n
\u201cThe beauty of the NFL is that there are 365 days a year, they have something going on all the time,\u201d he said. \u201cIt\u2019s impressive how impactful they are as a brand and how their shield is so impactful, really, to engagement for partners like us.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. Few combinations scream America like football and chicken wings. And Applebee\u2019s, the restaurant chain known for its boneless wings, is […]<\/p>\n","protected":false},"author":1,"featured_media":21205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21204","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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