The US National Football League (NFL) has named ETM Group, ARC Inspirations and Regional Taverns as its official UK sports bar partners for the 2024 season.
Each business will serve as the NFL’s hospitality home in their respective region of the country.
ETM Sports Pubs & Kitchens will become the epicentre of NFL hospitality in London.
ARC Inspirations and its BOX venues will serve as flagship locations in the Midlands and the North of England.
Regional Taverns, the company that runs Bath’s Ludo Sports Bar & Kitchen, will round out the partnership’s regional coverage in the South West.
The alliance will be inaugurated with the Super Bowl LVIII, set for 11 February 2024 at Allegiant Stadium in Las Vegas, Nevada, US.
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Twelve venues across the UK will host official watch parties.
NFL UK and Ireland general manager Henry Hodgson said: “This partnership will enable us to take our games and NFL broadcasts to new audiences in the UK.
“The NFL is best enjoyed with other fans – we’re excited that this partnership will allow sports fans to meet up at these great venues and watch NFL games together.”
In anticipation of Super Bowl LVIII, BOX venues in Leeds, Manchester, Birmingham and Nottingham, along with ETM sites in London and Ludo in Bath, will host a series of activations, competitions and parties.
These events will aim to replicate the in-stadium atmosphere and provide fans with an immersive entertainment experience.
The partnership will extend throughout the entire 2024 NFL season, which begins each year in September, with the Super Bowl LVIII champion hosting the NFL Kickoff Game.
The agreement encompasses 18 regular season rounds and the playoffs, leading up to Super Bowl LIX.
The championship game is scheduled to take place at the Caesars Superdome in New Orleans, Louisiana, in February 2025.
ETM Group CEO Ed Martin said: “We are thrilled to be appointed as the Official NFL UK Sports Bar Partner in London.
“Alongside our partners at ARC Inspirations and Regional Taverns, our premium offering and best-in-class sports facilities will ensure that we provide fans with an extraordinary NFL experience throughout the upcoming season.”