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Best Buy UK new NFL partner

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Electricals retailer Best Buy UK has signed a new deal to become the ‘Official Technology Retail Partner’ of American football’s National Football League in the UK, it was announced today.

The company is to support a series of events aimed at promoting a game between the Chicago Bears and Tampa Bay Buccaneers, to be played at Wembley on October 23rd.

NFL UK’s new partnership with the retailer follows the airing of the company’s first ever Super Bowl commercial on US TV in February 2011.

As part of the promotion a pair of tickets for the 2011 International Series will be available to all customers who purchase over £30 worth of goods with Best Buy until October 16th, as well as through an in-store promotion running in all 11 Best Buy stores throughout October.

Marc Armstrong, Commercial Director at NFL International, said: “We are delighted to welcome Best Buy on board as the Official Technology Retail Partner for the NFL in the UK.

“Best Buy join a growing list of UK sponsors signing up to our commercial programme as we continue to expand our fan base in the UK and we look forward to building a successful partnership with them during the coming season.”

As part of the promotion, Best Buy will also launch a technology-themed scavenger hunt on October 23rd, in which customers will be challenged to complete tasks such as taking photos, answering questions and checking into locations using their iPhone or Android smartphone.

The first player to complete all the tasks will be selected to become Best Buy’s Ultimate NFL Fan and receive a VIP International Series experience at Wembley.

This announcement follows news that the retailer has created a website tailor-made for use on smartphones as it seeks to develop its m-commerce offerings.

Best Buy UK Managing Director Steve Jensen told Retail Gazette earlier this year that growth in this market was central to his plans.

“I am also really passionate about m-commerce solutions; it’s about meeting customers where they are,” he commented.

In a week of entertainment for fans of the sport, Best Buy’s Hayes store is to hold a cheerleading and NFL master classes for customers at its Hayes store from 10am on Thursday October 20th with the official Tampa Bay Buccaneers cheerleaders leading the class.

Ian Boyton, Sponsorship and Events Manager at Best Buy UK, feels that the new deal is a positive step for the business, which reported EBIT losses of £62.2 million in the 12 months to March 2011 and has shelved plans for a bricks and mortar expansion due to the struggles facing the sector.

“It’s hugely exciting for all of us at Best Buy to be developing this new partnership with the NFL here in the UK,” he said.

“Best Buy and the NFL are both internationally recognised brands and share many values.”

Published on Thursday 06 October by Editorial Assistant

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