The New York Jets and Charles Tyrwhitt, a respected menswear brand with British heritage and operations based in London and New York, have announced a multi-year partnership spanning the New York Domestic Marketing Area (DMA ) in the United Kingdom, under the recently acquired extensive territorial rights. The deal marks the first time an NFL club and apparel company have teamed up with UK rights since the league launched its International Home Marketing Area (IHMA) initiative in January 2022. The Jets and Charles Tyrwhitt will collaborate to unlock fan engagement synergies between their brands, while bridging sport, style and culture between New York and London.
“These two iconic sister cities share a passion for Jets Football and a reputation for influencing global trends in apparel, business and lifestyle,” said Jeff Fernandez, Vice President of Jets Business Development + Ventures. . “So naturally we’re very excited to build on that with such a respected brand in Charles Tyrwhitt. We see a great opportunity to unite our audiences and engage authentically on both sides of the Atlantic.”
The deal will provide valuable cross-benefits to Jets fans and Charles Tyrwhitt customers, such as special offers on Charles Tyrwhitt’s full line of men’s apparel, Jets ticket giveaways, travel raffles fans, player appearances and creative content. There are also plans to collaborate on a small collection of Jets-themed merchandise in the future, branded Charles Tyrwhitt.
An example of this powerful connection is the Jets’ newly created digital content franchise called “The Art of Style”, of which Charles Tyrwhitt will be a title sponsor and collaborator. In this series of short videos, Jets players, including Pro Bowler Braxton Berrios, will share style tips and opinions on what dressing well means to them. As well as being a fan of Charles Tyrwhitt, Berrios is also one of the Jets’ player ambassadors in the UK. The Art of Style will take place on all New York Jets digital and social platforms, national and UK-specific, such as @NYJetsinUK on Twitter, @NewYorkJetsinUK on Instagram and the NYJetsinUK.com Digital Fan Hub.
Sam Stanley, Vice President, North America, Charles Tyrwhitt, said, “It is extremely exciting to enter into this international partnership with the New York Jets, as the Jets are one of the most appealing sports for fans. We are delighted to officially become part of the Jets community, and look forward to adding the club alongside our existing sporting partnerships with England Rugby and Fulham Football Club. ‘dress up, no matter the occasion,’ and we can’t wait to bring that mission to legions of Jets fans.”
Aspects of the partnership were already evident during the Jets’ recent home opener, with Charles Tyrwhitt commercials airing during the game’s radio broadcast and branded digital signage appearing in and around MetLife Stadium. Other fan and customer activation initiatives will begin this week, including draws for premium Jets home game tickets and web content at charlestyrwhitt.com. Charles Tyrwhitt is also planning special offers and promotions that will help Jets fans dress well all year long. Bigger raffles will offer British Jets fans the chance to win a trip to New York to see a game, and one lucky American fan will win a trip to London for a unique British experience.
Having secured international marketing rights in the UK in 2022 as part of the NFL’s IHMA initiative, the Jets are proud to be part of the first apparel partnership announced in the UK market. The initiative gave all 32 NFL clubs the right to sue and bid in international markets in an effort to expand the game of American football globally.