Two of America's biggest brands - The National Football League and Five Guys - have this week celebrated their collaboration with the help of the Jacksonville Jaguars Cheerleaders at a Five Guys restaurant in the O2, London.
Until the end of November, each of the 32 Five Guys shops around the UK will be twinned with one of the 32 NFL teams to offer customers the chance to win a trip to Super Bowl 50, the climax of the NFL season hosted in California.
Each Five Guys restaurant features an NFL locker-style installation featuring a twin team, including a helmet, game jersey, NFL football and some facts about the team and history of the game.
Five Guys UK CEO John Eckbert said: "Five Guys and the NFL are a natural fit - two American brands with fanatical fan bases building cult followings in the UK. There's so much to respect about the NFL - easily the most exciting experience in American sports - and we have the same level of passion, only about burgers and fries. We hope the upcoming initiative offers our customers a real taste of the American football experience and adds to the dining experience already offered in our stores."
Head of Marketing for NFLUK, Sarah Swanson added: "We are very pleased to be launching our partnership with Five Guys. Their ambition and innovative approach to developing their business in the UK makes them an ideal fit for the NFL at a time when we are making significant strides in fan growth here. We see the partnership as driving foot traffic for Five Guys, while offering opportunities to build awareness, understanding and affinity for the NFL in the UK."
Customers will now have the opportunity to play online game The Five Guys NFL Challenge, where they'll be in with a chance of winning weekly prizes including NFL merchandise and Five Guys food.
A bonus question will also be given to those who eat in-store via receipts, which allows them to enter into the draw for one of two grand prizes: a trip to Super Bowl 50 in Levi's Stadium in Santa Clara, California on February 7, 2016; or a visit to the home of Five Guys in Washington DC to watch a Redskins game with Super Bowl winner and ex-Redskins player Mark Moseley.