It’s no secret that professional football is one of the biggest sports in America these days, so Ford is moving to capitalize on the NFL’s widespread recognition with a three-year partnership that makes Ford trucks the “Official Truck of the NFL.”

Ford is kicking the partnership off in New York, giving football fans a chance to order a Ford truck on demand through Uber. There’s also tailgating food, merchandise, and game tickets up for grabs. After New York, Ford is hitting the road with its “Built Ford Tough Tailgate Tour” that’s set to travel the country, hitting NFL stadiums with the “Built Ford Tough Tailgates on Demand” on game day. Ford is also giving away hard-to-get tickets for popular games.

“America’s truck leader is teaming up with organizers of the nation’s favorite sport to put the spotlight on fans and players who show toughness, smarts and determination on and off the field, and who deserve to be recognized for that,” says Mark LaNeve, Ford Motor Company vice president, U.S. marketing, sales and service. “Both brands… are coming together to give fans exclusive access to events and games, and to highlight players in a new way.”

Ford’s grand prize is impressive – two tickets to Super Bowl LI and a new 2017 Ford Super Duty wrapped in the winner’s NFL team livery. And until the Super Bowl is over, expect to see plenty of Ford F-Series TV commercials every time you watch a NFL game.

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Why it matters

Promotions and giveaways are always popular with people. Combine that with NFL football, and fans begin getting rather excited. The idea of capitalizing on football fandom isn’t new, but Ford’s idea seems innovative. It will give fan a chance to see the Super Duty in person at their NFL football games, growing the chances of a purchase. And generating customers and making money is what the automotive industry is all about.