Ahead of their highly anticipated London game against the Denver Broncos at Tottenham Hotspur Stadium on October 12, the New York Jets have announced three new United Kingdom-based partnerships with Helix Wireless, Hershey’s, and Topman. The new additions join the team’s existing global partners — Avery Dennison, Choose NJ, Nike, and Visa — forming one of the most robust international sponsorship portfolios in the NFL.
Strengthening Global Footprints Through UK Partnerships
The Jets’ announcement highlights their continued commitment to global brand expansion and fan engagement, aligning with the NFL’s broader international growth strategy.
Helix Wireless, already a partner in the U.S. market, will now serve as the presenting sponsor of the Jets’ “Touchdown Tailgate” event — a large-scale fan festival set for October 11 at Vinegar Yard in London. The activation will feature games, music, giveaways, food, and official team merchandise, aiming to bring an authentic New York game-day atmosphere to London fans.
Helix Wireless branding will appear on the Jets’ practice jerseys throughout the week and feature in exclusive videoboard content inside Tottenham Hotspur Stadium during game day.
Fan-Focused Activations from Hershey’s and Topman
Joining Helix Wireless in the Jets’ UK sponsorship lineup are Hershey’s and Topman, both of which will play a major role in the Touchdown Tailgate fan experience.
- Hershey’s will host a Reese’s-themed activation zone featuring interactive games, prizes, and chocolate giveaways, reinforcing the brand’s playful connection with fans.
- Topman will create a “Green Carpet” experience with a Jets-branded double-decker bus, offering fans unique photo opportunities and immersive brand moments.
Both brands will also receive digital amplification through Jets’ social media channels, ensuring visibility across global audiences.
Nike and Community Engagement
Continuing its long-term partnership with the Jets, Nike will join as a supporting partner at Touchdown Tailgate, delivering one of the event’s most creative fan activations.
Nike will host a live customization booth, where a local London artist will hand-paint exclusive New York Jets designs on Nike Air Force 1 sneakers. These one-of-a-kind pairs will be raffled off to fans attending the event.
In addition, Nike will honor Ealing Fields, the three-time champions of the Jets NFL Girls Flag League, by presenting the team with custom championship rings at Touchdown Tailgate. Jets Legends will personally present the rings, with the team also recognized on-field at Tottenham Hotspur Stadium during the game against the Broncos.
A Week-Long Celebration of American Football in London
Jeff Fernandez, Senior Vice President of Business Development + Ventures for the New York Jets, emphasized the strategic impact of these partnerships:
“We’re proud to expand our partnership with Helix Wireless as they join us in London, building on their impactful presence in the U.S. Alongside Hershey’s and Topman, and in collaboration with our existing global partners, this dynamic lineup will deliver an unforgettable week of fan engagement and celebration leading into our game at Tottenham Hotspur Stadium.”
The multi-brand collaboration exemplifies how NFL franchises are transforming international games into immersive cultural experiences, extending well beyond the sport itself.
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