American football’s iconic National Football League (NFL) has agreed a new multi-year partnership in the UK and Ireland market with crisp brand McCoy’s.

McCoy’s, a brand of the KP Snacks group, becomes the official savory snacks partner of the league in the market through March 2027.

The brand will gain sponsorship inventory on both NFL digital and social media channels, and will also serve as the lead sponsor of NFL games broadcast on UK rightsholder Sky at 6pm Sunday UK time through the season, with McCoy’s broadcast idents and branding to be present.

McCoy’s also becomes an official partner of the 2024 edition of the NFL’s annual International Series London Games.

Three NFL games will be staged in London in October 2024, with the New York Jets playing the Vikings on October 6, before the Jacksonville Jaguars play games against the Chicago Bears (October 13), and the New England Patriots (October 20).

McCoy’s will activate in person at the two venues hosting the games - Wembley stadium and the Tottenham Hotspur Stadium.

It will also activate digitally across the season through high-profile NFL fixtures such as the season-ending Super Bowl, by offering competitions and fan engagement activities.

The McCoy’s partnership in the UK and Ireland comes despite the league’s primary free-to-air highlights program “The NFL Show” not returning for the 2024 season.

Public service broadcaster BBC initially broadcast the show in its most recent format in 2016 (although its history spans back to 1996), before it moved to free-to-air commercial broadcaster ITV ahead of the 2022 season on a three-year deal, having now been cancelled after two of those three years.

NFL highlights will remain available on free video platform YouTube, but on linear TV will only remain on Sky’s pay-TV offering.