# Football Breakfast Pastry Partnerships Pop-Tarts and the NFL Partnered in the UK and Ireland By Michael Hemsworth | Published 2025-09-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/poptarts-and-the-nfl References: [wholesalemanager](https://wholesalemanager.co.uk/pop-tarts-announces-partnership-with-nfl/) & [poptarts](https://www.poptarts.com/en_US/home.html)  Pop-Tarts and the [NFL](https://www.trendhunter.com/trends/mccoys-crisps) have announced a new partnership in the UK and Ireland that will bring a taste of the [iconic American breakfast pastry](https://www.trendhunter.com/trends/poptarts-edible-mascot) across the pond in a new way. The partnership will see Pop-Tarts partaking in the 2025 NFL games in both Dublin and London with activations that will offer fans a chance to try out some of the sweet treats. The partnership will also see in-store branding efforts be launched, including the arrival of the new Frosted Choco Orange Pop-Tarts that will come as welcome news to shoppers in the UK and Ireland. Brand Lead Holly Wright spoke on the Pop-Tarts and the NFL partnership saying, "Since launching in the USA over 60 years ago, taking inspiration from the Pop Culture movement of the day, Pop-tarts has become an iconic American snack. That’s why becoming an Official Sweet Snack Partner of the NFL in the UK and Ireland felt like a strong fit. We’re delighted to be bringing this exciting partnership and our delicious new Frosted Choco Orange flavoured Pop-tarts to UK and Ireland consumers.’’ ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 28% | Activity: 29% | Freshness: 49% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Cross-continental Snack Collaborations:** This partnership exemplifies the growing trend of American snack brands forming strategic alliances with international sports franchises to increase their global presence. - **Event-specific Product Launches:** Introducing the Frosted Choco Orange Pop-Tarts for the NFL games highlights a trend of tailoring products for specific events to enhance consumer engagement. - **Cultural Integration Marketing:** Pop-Tarts aligning with the NFL in the UK and Ireland taps into integrating prominent cultural elements to build brand affinity in new markets. ### Industries Being Reshaped - **Sports Marketing:** The collaboration between Pop-Tarts and the NFL reflects the sports marketing industry's potential for food brands to leverage sporting events for increased visibility. - **Consumer Packaged Goods:** This partnership signals opportunities within the consumer packaged goods industry to innovate product offerings based on event-driven and cultural themes. - **Event Activation Services:** Organizations providing event activation services can explore enhanced consumer interaction models through partnerships like the Pop-Tarts and NFL collaboration. ## Related on Trend Hunter - [Breakfast Pastry Cookies](https://www.trendhunter.com/trends/chip-city-cookies-and-kellanova.md) - [Fireside Dessert Breakfast Pastries](https://www.trendhunter.com/trends/poptarts-smores-choco-marshmallow.md) - [Edible Pastry Mascots](https://www.trendhunter.com/trends/edible-mascot.md) - [Quirky Edible Mascots](https://www.trendhunter.com/trends/team-sprinkles.md) - [Toaster Pastry Butter Kits](https://www.trendhunter.com/trends/butter-kit.md) - [Cinematic Superhero Breakfast Pastries](https://www.trendhunter.com/trends/poptarts-and-marvel-studios.md) - [Fan-Centered Stadium Menus](https://www.trendhunter.com/trends/special-menu.md) - [Football-Themed Cereal Promotions](https://www.trendhunter.com/trends/onpack-promo.md) - [Toaster Pastry Mascots](https://www.trendhunter.com/trends/pop-tarts-bowl.md)