Samsung Electronics UK, the UK subsidiary of the Korean electronics giant, has announced a new season-long partnership as the official TV partner of American football’s elite National Football League (NFL) in the UK and Ireland.

As part of the deal, Samsung will hold a series of multi-channel activations across the season based around their large-screen TVs and soundbars.

The agreement also covers special promotional offers, social media, PR, CRM, online, and experiential activations at the three upcoming NFL London Games throughout October.

Marketing across the season will include a new weekly highlight series titled 'The 8K Rewind', showcasing highlights in 8K resolution to promote Samsung’s 8K TVs, as well as other activations utilizing NFL imagery focusing on Samsung’s Neo QLED and large-screen product range.

Additionally, collaborative experiential activations will take place at the London Games, with large-scale fan interaction planned across the game breaks and all stadium screens.

Finally, Samsung has also partnered with international streaming service DAZN to offer a one-week subscription to NFL Game Pass with each purchase of a Samsung TV.

Meanwhile, the NFL has named Gavin Kemp as its general manager in Canada.

Kemp, who will be based in the league’s Toronto office, will take up the position on November 1.

He previously led corporate partnerships in-market for the league in Canada, and succeeds David Thomson who spent eight years in the role.

As part of the new role, Kemp will report to Gerrit Meier, managing director of NFL International, focusing on the NFL's continued growth in Canada.

Kemp has previously held leadership and sales roles at various sports corporations in Canada, including Tennis Canada, Rogers Communications, and Bell Media.

Meier said: “We are delighted to welcome Gavin Kemp as NFL Canada’s new general manager in what is an exciting time for the Canada office as the league continues to focus on efforts to accelerate the growth of the game at every level globally.

“The Canadian market is an important one for the NFL, and Gavin is an excellent appointment.”

The NFL first opened an official office in Toronto in 2006, with Canada being a significant territory for the league’s internationalization efforts, with an estimated 14.5 million fans in the country, as well as several leading corporate sponsors.

The league also recently appointed Luis Martinez as general manager of its operations in Brazil after staging its first regular-season game in South America earlier this month.