- Tie-up with NFL builds on Sainsbury’s growing line-up of sportswear brands
- Initial online launch includes 8 T-shirts for each team playing in sold-out London games
- Wider in-store offer with vintage-effect T-shirts, team hoodies and sweats will follow
- American football is growing in popularity in the UK, with 13 million fans
London, 2017-Aug-10 — /EPR Retail News/ — As more Brits become fans of American football, Sainsbury’s has launched an exciting new partnership with America’s National Football League (NFL), to sell officially licensed sports apparel ahead of the start of the NFL season in September.
It’s the first time that officially licensed NFL clothing has been sold by a UK supermarket and the initiative strengthens Sainsbury’s existing line-up of successful sports brands which includes Russell Athletic, Admiral and the British Lions and Six Nations rugby kit.
This week and ahead of the NFL International Series taking place in London this summer, team T-shirts for all eight teams playing in the UK will be available on the Tu clothing website (£14). A range of NFL and American football inspired vintage-effect T-shirts are also on offer online and will become available in 123 stores nationwide from August.
To celebrate the end of the season and the Super Bowl, even more NFL team T-shirts, hoodies and sweatshirts will come on stream.
The NFL currently has 13 million UK fans1 and the sport is rapidly gaining more followers. All four NFL games being played at Wembley and Twickenham this summer – the most London has ever hosted – have sold out.
The NFL collection joins a growing stable of sports brands on offer at Sainsbury’s. The retailer has recently seen a strong performance from its first official British Lions collection, as well as its well-established Six Nations rugby merchandise. Sainsbury’s has also sold clothing for Euro and World Cup Football tournaments.
Sainsbury’s Commercial Director, James Brown, said: “American football has become hugely popular in the UK, so we’re really excited that our customers can show their support with high quality, official NFL sportswear from Sainsbury’s. We’ve got a great track record on clothing for British sporting events and we’re confident that we’re onto another winner with our NFL licensed sportswear.”
Sainsbury’s is the UK’s sixth biggest clothing retailer by volume and tenth by value. Over the past three years, Tu clothing sales have grown by more than 20 per cent.
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