The Grill Of Victory: NFL Adds Applebee’s To The Menu As Its Official Grill + Bar

By Barry Janoff
April 16, 2024: The NFL is now “eatin' good in the neighborhood.”
In what is a revisit to category unfilled by the league for about 15 years, the NFL has signed a multi-year partnership designating casual dining destination Applebee’s as its “official Grill + Bar.”
Financial terms of the pact were not disclosed.
“The NFL is excited to welcome Applebee’s as our official Grill + Bar partner,” Tracie Rodburg, NFL svp-sponsorship management, said via the league.
“Applebee’s shares the league’s commitment of providing best-in-class game day experiences, and we’re thrilled to be able to bring our fans together with Applebee’s in the months and years ahead.”
Applebee’s said the new NFL partnership would be enhanced with national broadcast television and online media investments, as well as a presence at NFL tentpole events. Marketing uses the tagline, "Eatin' good in the neighborhood."
Activation will begin during the NFL Draft April 25-27.
Applebee’s has been a sponsor of NBC's Sunday Night Football pre-game show, Football Night in America, since 2019.
The NFL last had an official casual dining partner in 2009 with IHOP.
Applebee’s is a division of Dine Brands Global (formerly known as IHOP Corp.). IHOP is also a division of Dine Brands.
To help launch the alliance, Applebee’s is offering 20 free Boneless Wings with a $40 online purchase.
From April 25-27, consumers can order To Go or delivery directly from Applebees.com or Applebee’s mobile app using code NFLDRAFT24. (Details here.)
“Applebee’s fans are NFL fans, which is why we are excited to bring America’s Favorite Grill + Bar together with America’s number one sport in a way that will create a fun and engaging experience for all,” Joel Yashinsky, Applebee’s Grill + Bar CMO, said via the brand.
“We have the best food and drinks to enjoy while watching games, whether dining at our restaurants or enjoying Applebee’s To Go at home.”
Applebee’s franchise operations consisted of 1,642 Applebee’s restaurants in the U.S., two U.S. territories and 11 countries outside the U.S. as of Dec. 31, 2023.
“From ‘America’s Favorite Boneless Wings, Mozzarella Sticks and more’ to a wide range of bar offerings, there’s no better place than Applebee’s to enjoy watching football,” said Yashinsky. “We can’t wait to provide great experiences and NFL opportunities to our fans.”
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