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Just Eat sponsors EFL’s iFollow service for rest of season

(Photo by Catherine Ivill/Getty Images)

Food delivery brand Just Eat has signed as the ‘Official Food Delivery Partner of iFollow’, the EFL’s live-streaming platform.

As the governing body for professional football clubs in England outside the Premier League, the EFL will provide Just Eat with access to assets across iFollow and the EFL Digital network of websites, as well as promotional rights across the three play-off finals at Wembley Stadium.

As part of the deal, Just Eat will also give fans the chance to win hundreds of streaming match passes over the remainder of the 2019-20 season.

The EFL season restarted at the weekend, having been suspended since March because of the Covid-19 pandemic.

Ben Wright, chief commercial officer at the EFL, said the deal with such a prominent brand as Just Eat illustrated the continuing commercial appeal of the EFL.

“Just Eat are a hugely recognisable name across the UK and we look forward to working with the online food delivery service to provide the best experience for fans to enjoy live fixtures from the safety of their homes,” he said.

Just Eat delivers food from more than 35,000 restaurant partners across 95 per cent of the UK’s postcodes. Its main competitors are Uber Eats and Deliveroo – brands that have used major sports sponsorships to promote their services.

In June 2019, Uber Eats agreed to become title sponsor of French Ligue 1 from the start of the 2020-21 season. This season, it also begun a three-year deal as the primary partner of Ligue 1 club Olympique de Marseille.

Deliveroo is a sponsor of the English Football Association, Ligue 1 club Paris Saint-Germain and English Premier League club Tottenham Hotspur.

According to Peter Honig, senior vice-president, consulting at CSM Sport & Entertainment, the food delivery service sector is one of a number that have come to the fore during the pandemic.

“There have been some noticeable shifts in consumer sentiment and purchase behaviour during the Covid-19 pandemic,” Honig told SportBusiness last month.

“Many CPG (consumer packaged goods) companies benefited from pantry loading as supply chain fears became a trending topic on many news outlets in the early days of the crisis. As social distancing and self-isolation became the norm, the demand for digital entertainment, food delivery service and at-home fitness apps increased dramatically.

“Work from home requirements gave rise to a new arms race for online meeting supremacy, featuring the usual suspects in Verizon (BlueJeans), Microsoft (Teams/Skype) and Cisco (WebEx), along with a new rival in Zoom.

“Finally, the health and security protocols that will be implemented across the industry will undoubtedly accelerate the adoption of contactless payment providers like Apple, Samsung and Google Pay, among many others.”