NEW YORK JETS AWARDED RIGHTS TO BUILD GLOBAL BRAND IN IRELAND
March 25, 2024 – The New York Jets today have been awarded rights to expand their brand and activities for Ireland as part of NFL’s ‘Global Markets Program.’
The initiative launched by the National Football League in 2022 awards NFL clubs international marketing rights to build brand awareness and fandom internationally, through fan engagement, events, and commercial opportunities.
The New York Jets can now look to engage Ireland ahead of the 2024 NFL Draft and through activities in the future with watch parties, community experiences, player visits, and event activations.
The New York Jets were founded in 1959 and won Super Bowl III in 1969. The team is recognised for its iconic green and white uniforms that were chosen by former owner Sonny Werblin due to his birthday falling on Saint Patrick’s Day.
Hymie Elhai, President at New York Jets, said, “New York and Ireland have deep historical ties and we are thrilled to have an opportunity to connect with the country’s communities. As a franchise, we look forward to making an impact throughout Ireland by engaging sport fans and members of the community-at-large in an authentic way by familiarizing them with the New York Jets, how we operate, and the way we engage our fans.”
With the announcement, the team will be awarded rights for at least a five-year term and will join other clubs expanding into new markets as part of the NFL’s long-term strategy to enable clubs to build their brands globally while driving NFL fan growth beyond the US. Previous years have seen participating clubs activate their rights around several NFL tentpole moments, including the Pro Bowl Games and International Games in London, Germany, and Mexico.
In 2022, the New York Jets were awarded marketing rights to the United Kingdom as part of the NFL’s ‘Global Markets Program’ (formerly, IHMA). The Jets activated these rights by launching their first-ever UK-focused social channels, @NYJetsinUK on X and @newyorkjetsinUK on Instagram. Since 2022, they have been providing UK fans with exclusive sweepstakes and physical touchpoints with players and legends at official watch parties and other events.
The New York Jets notably increased awareness around flag football, creating more opportunities for young girls by launching the first-ever NFL league for girls in the UK: the Jets and Bears NFL Girls Flag league, which returned for its second year in 2024.
“The New York Jets have driven significant impact and growth in the UK through the league’s Global Markets Program since its launch in 2022. We are delighted to see them expand their rights and become the third NFL team to make a similar commitment to Ireland,” said Henry Hodgson, GM of NFL UK & Ireland. “Interest in the NFL in Ireland is growing at a tremendous pace and the NFL look forward to working together with the Jets to engage more fans in the market in the coming years.”
To keep updated on the latest New York Jets news in Ireland and to hear about their upcoming activities, please visit, www.newyorkjets.com. Follow them on social platforms @NYJets on X and on Instagram.
#
ABOUT THE NEW YORK JETS
The New York Jets were founded in 1959 as the New York Titans, an original member of the American Football League (AFL). The Jets won Super Bowl III, defeating the NFL’s Baltimore Colts in 1969 while in 1970, the franchise joined the National Football League in the historic AFL–NFL merger that set the foundation for today’s league. Former owner Sonny Werblin led a syndicate that purchased the team prior to the 1963 season and renamed it the Jets, the entire uniform was redesigned and replaced. Navy and gold were abandoned in favor of Kelly Green and White. Werblin had embraced those colors because he was born on Saint Patrick's Day.
ABOUT THE NATIONAL FOOTBALL LEAGUE
The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the country.
ABOUT THE GLOBAL MARKETS PROGRAM
Launched in January 2022, the Global Markets Program (GMP, formerly IHMA) initiative grants NFL clubs’ access to international territories for marketing, fan engagement and commercialization as part of a long-term, strategic effort to enable clubs to build their global brands while driving NFL fan growth internationally. The Jets threw the first ever international draft party in London in 2022. Ten clubs used the 2022 NFL Draft to highlight their international marketing efforts by announcing draft picks from iconic locations within their respective territories. Twenty-one clubs participated in the program in 2023 across 14 international markets, up from 19 participating clubs across 10 markets in 2022. Additionally, several other clubs hosted in-market watch parties, youth football activations and influencer events to build excitement for the NFL Draft in their new markets. Highlights include a collective commitment and ambition to growing flag football in international markets, with a focus on building community experiences to engage young people in the sport.