The sandwich shop that wanted more than just foot traffic
When you think about sub sandwiches, you don’t immediately think of blockbuster marketing campaigns. But Jersey Mike’s has been quietly sharpening its game, moving from a regional favorite to a household name. And in 2025, the brand officially tied its story to America’s biggest stage, football, by becoming an official NFL sponsor.
The move wasn’t just about slapping a logo on a stadium sign. It was about weaving themselves into a cultural conversation that millions of people tune into every week. For entrepreneurs and marketers, this is the first lesson from Jersey Mike’s strategy: don’t just buy exposure, buy into moments that matter.
Why pairing Eli Manning and Danny DeVito works
This year, the chain’s first big creative push as an official NFL sponsor landed with a bang. They paired Danny DeVito, their long-standing spokesperson with roots in New Jersey, against Eli Manning, the two-time Super Bowl MVP. Instead of simply announcing a new face, they turned it into a clash of personalities.
The humor is what carries it. DeVito brings the over-the-top energy, while Manning plays the calm, confident foil. Both tie back to Jersey roots, which makes the story feel authentic rather than forced. This isn’t just an ad, it’s entertainment that people want to watch, re-watch, and share. For brands studying Jersey Mike’s strategy, this is gold: your marketing should feel like a story people want to follow, not a commercial they want to skip.
Anchoring with consistency while growing bigger
The trick here isn’t just adding a new celebrity. Jersey Mike’s kept DeVito in the mix, which gives them continuity. Consumers aren’t left wondering if the brand has shifted gears entirely. Instead, the message is: we’re growing, but we’re still the same Jersey Mike’s you know.
As an official NFL sponsor, the campaign allows them to ride the wave of one of America’s most-watched sports. NFL games bring in an average of 17 million viewers per broadcast. That’s not just reach, it’s cultural relevance. By holding onto DeVito while adding Manning, Jersey Mike’s shows how to expand without losing its identity.
For smaller businesses, the takeaway is simple. When you grow or diversify, don’t drop the things your audience already loves about you. Add to them, layer on new stories, but keep your roots visible.
The role of timing and cultural context
Timing matters. Jersey Mike’s launched this effort right before the 2025 NFL season kickoff between the Cowboys and Eagles. That’s prime real estate for attention. People are hungry for football content, and now they’re also thinking about sandwiches.
Their official sponsor status means ads won’t just appear randomly. They’ll slot into the rhythm of a cultural event. Think about your own brand. Are you releasing campaigns when your audience is most receptive, or just when it’s convenient internally? Jersey Mike’s strategy shows that aligning with cultural calendars amplifies impact.
Big money moves and what they signal
Let’s not ignore the bigger business backdrop. In late 2024, private equity giant Blackstone acquired a majority stake in Jersey Mike’s for $8 billion. That kind of capital infusion means serious expectations for growth. The new leadership under CEO Charlie Morrison clearly isn’t afraid of bold moves.
Becoming an official NFL sponsor is part of that. It’s a statement that Jersey Mike’s intends to play in the big leagues, literally. For entrepreneurs, the parallel is this: when you receive new investment, your storytelling and visibility have to level up alongside your operations. Growth isn’t just about more stores, it’s about becoming a brand that commands attention.
Lessons for brands and entrepreneurs
So what can the rest of us take from Jersey Mike’s strategy?
- Find authentic partnerships. They didn’t just pick any celebrity; they chose people with ties to New Jersey, making the connection real.
- Balance humor with identity. Entertainment keeps viewers engaged, but the brand’s voice never gets lost in the joke.
- Invest where culture lives. By leaning into the NFL, they tied their sandwiches to something people genuinely care about.
- Stay consistent. Retaining DeVito shows respect for their history, while Manning signals growth.
- Time it smartly. Launching before football season means maximum relevance.
Each of these moves can be scaled down. A small local business might not afford an NFL partnership, but they can still partner with regional events, keep a consistent spokesperson, and launch campaigns when their community is most engaged.
Jersey Mike’s strategy is more than sandwiches
At the end of the day, Jersey Mike’s strategy as an official NFL sponsor isn’t just about selling subs. It’s about embedding themselves into cultural conversations, making people laugh, and reminding fans that they’re both growing and grounded.
That’s the secret other brands and entrepreneurs can learn from: growth doesn’t have to mean losing yourself. Instead, it can be about doubling down on what makes you special, while finding creative ways to step onto bigger stages.
Jersey Mike’s may have started as a neighborhood sub shop, but today it’s playing on America’s biggest field. And the way they’re doing it is a masterclass in marketing strategy that any brand, big or small, can study and adapt.
FAQ’s
How can small brands build loyalty like big names do?
Use your digital tools, email, mobile, and social to treat customers like people, not just inbox names.
What’s one simple way to make marketing feel more real?
Share stories and content from your actual people, team, customers, or behind the counter, to build trust.
How do you measure success in today’s marketing?
Track real actions, like app orders or email clicks, not just likes or reach, so you know what’s working.