New York-based Dannon, which owns the Oikos, Activia, Danimals and Light & Fit brands, booked ad slots at the Super Bowl in 2012 and 2014, and reckons the tie up with the NFL will build on the momentum it gained from this.
“Since our first Super Bowl advertisement in 2012, we’ve seen the potential to impact American families when it comes to making better food choices,” said chief marketing officer Sergio Fuster.
“Encouraging people to get active and make better food choices is at the heart of our NFL PLAY 60 campaign and Dannon’s values align perfectly with those and other NFL efforts,” added Renie Anderson, NFL senior vice president of sponsorship and partnership management.
Further details of the sponsorship deal - the financial terms of which have not been disclosed - will be announced in due course by Dannon, which is a subsidiary of French dairy giant Danone.