One may not associate American football with British fashion.
Now London-based heritage menswear brand Charles Tyrwhitt has forged a multi-year partnership with the New York Jets, spanning from the New York Domestic Marketing Area (DMA) to the United Kingdom, under the American football club’s recently acquired expanded territory rights.
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| The New York Jets and Charles Tyrwhitt will collaborate to unlock fan engagement synergies between their brands, while also bridging a sport, style, and cultural connection between New York and London. |
The agreement marks the first time an NFL club and a clothing company have teamed up with UK rights since the league launched its International Home Marketing Area (IHMA) initiative in January 2022.
The transatlantic agreement will provide valuable cross benefits for both Jets fans and Charles Tyrwhitt customers alike, such as special offers on Charles Tyrwhitt’s full range of menswear, Jets ticket giveaways, competition for fan trips, player appearances, and creative content.
There are also future plans to collaborate on a small collection of Jets themed, Charles Tyrwhitt branded merchandise products. One example of this powerful link-up is the Jets’ newly created digital content franchise called “The Art of Style,” of which Charles Tyrwhitt will be a presenting sponsor and collaborator. In this series of short videos, Jets players, including Pro Bowler Braxton Berrios, will be featured sharing style tips and opinions on what dressing well means to them.
In addition to being a fan of Charles Tyrwhitt, Berrios also serves as one of the Jets' United Kingdom player ambassadors. The Art of Style will run across all New York Jets digital and social platforms, both domestic and UK-specific such as @NYJetsinUK on Twitter, @NewYorkJetsinUK on Instagram and the NYJetsinUK.com Digital Fan Hub.
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