NFL新赛季品牌激活亮点盘点：小马队伦敦眼主题舱、Carhartt致敬Highmark球场建设者等

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Fans had the opportunity to ride in a Colts-themed London Eye pod, along with mascot “Blue," during London Game Week.Photo: Courtesy of Indianapolis Colts

As the NFL wraps up Week 5 (the Buffalo Bills play against the Los Angeles Rams tonight during Monday Night Football), we’re taking a look back at some of the standout moments, brand activations, and tailgating experiences that kicked off the season.

Indianapolis Colts x London Eye

Fans had the opportunity to ride in a Colts-themed London Eye pod during London Game Week and take in panoramic views of London before the NFL's 2026 London Game at Tottenham Hotspur Stadium on Oct. 4. Access to the pod was provided through special contests and opportunities at the Colts FanZone at Greenwood Sports Pub & Kitchen, presented by Lucas Oil. Select ride experiences featured appearances from Colts legends, cheerleaders, and team mascot "Blue." Photo: Courtesy of Indianapolis Colts

The London Eye experience was part of a broader lineup of fan activations leading up to the game. Throughout the week, fans could visit the Colts FanZone to enjoy interactive activities, purchase exclusive merchandise, and participate in special events. Photo: Courtesy of Indianapolis Colts

Carhartt’s ‘Making Football Possible’

Carhartt celebrated the completion of the Buffalo Bills’ brand-new Highmark Stadium, with a 30-second hero spot, “Making Football Possible,” which honors the unsung tradespeople who made it possible. Additionally, when the Bills took the Highmark Stadium field for their first preseason home game on Aug. 15, Carhartt thanked the hardworking people who brought the new stadium to life with a Rally Towel giveaway for the first 20,000 fans in attendance. Photo: Courtesy of Carhartt

The Rally Towels featured the names of every person on the crews. In-stadium messaging also paid tribute to the workers. Photo: Courtesy of Carhartt

Starter x Giants Championship Celebration Game Experience

On Oct. 4, the New York Giants hosted the Arizona Cardinals for the 1986 Championship Celebration Game, and Starter was in the middle of the action with an activation in the stadium plaza. Photo: Courtesy of Starter

Forty years ago, the 1986 New York Giants captured their first Super Bowl championship in franchise history. Now, Starter and the Giants are commemorating that era with a new '86 Championship Capsule. The full collection, which includes satin jackets and sweatshirts, dropped at the Oct. 4 game. NFL legend and former New York Giants linebacker Carl Banks was on site for the celebration. Photo: Courtesy of Starter

Fans received limited-edition airbrushed T-shirts with purchase and posed in a 360-degree photo booth. Photo: Courtesy of Starter

The Anthem Hotel’s Football Legacy Suite

The Anthem Hotel, Tapestry Collection by Hilton has been transformed into a destination for fans before, during, and after the action at nearby SoFi Stadium. From the debut of an immersive football-themed suite to elevated tailgates, poolside pep rallies, and experiences, The Anthem is hosting a lineup of programming building toward Super Bowl LXI in Los Angeles in February. Photo: AVABLU

The Football Legacy Suite provides guests with a hospitality experience built for the ultimate football fan, with a look back at the championship legacy in LA. The winningest teams are commemorated with curated installations including a helmet display of the elite teams that have captured four or more Super Bowl titles and a collection of footballs for teams with three or more wins. A Sony PlayStation 5 is loaded with Madden NFL ’26 and Madden NFL ’27. A rug inspired by the field, archival photos of iconic gameday moments, team flags, pennants, coffee table books, and various football-inspired touches decorate the space. Photo: AVABLU

NFL Players Choir

On Sept. 20, the NFL Players Choir delivered a rendition of the National Anthem during the Kansas City Chiefs’ annual Legends Game, honoring former linebacker Derrick Johnson and his induction into the Chiefs Ring of Honor. Participating choir members included Michael Gaines (Carolina Panthers), Keshun Freeman (New Orleans Saints), Nathan Palmer (San Francisco 49ers), Terrance Stephens (Cincinnati Bengals), Willie Yarbary, Cam Newton (Atlanta Falcons), Dwayne Wright (Buffalo Bills), and Tommie Harris (Chicago Bears). Photo: Courtesy of the NFL Players Choir

Lucas Oil Stadium Gameday Menu

The Indianapolis Colts and longtime hospitality partner Sodexo Live! continue to evolve the gameday experience at Lucas Oil Stadium with new menu items for the 2026-2027 season, including three new commemorative souvenir vessels. Fans can enjoy the signature pizza box nachos served in a commemorative Lucas Oil Stadium container. Photo: Courtesy of Sodexo Live!

The new Premium Cooler Cocktails, including The Crown Highball, Ketel One Lemonade, and Desnuda at Dawn, are served in commemorative cooler cups. Additionally, returning this season is the on-site Culinary Garden, which provides hyper-local herbs and vegetables that are incorporated into dishes throughout the stadium. Photo: Courtesy of Sodexo Live!

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Senior Contributing Editor

Michele Laufik is an editor, producer, and writer with expertise in lifestyle and event content, marketing copy, and headline writing.