A collection of recipes has been launched by Sky with TV presenter Adam Richman (pictured) to provide bars and pubs with ideas to make the most of food sales during American football.
Touchdown Tasty has been put together for licensees to tie in with Sky being awarded the rights to broadcast NFL’s Sunday Night Football live for the next two years, featuring more than 100 live matches a season.
Adam has contributed a selection of his favourite recipes from his book Straight Up Tasty that he believes are the ideal accompaniment to watching the games. They are part of a free 16-page guide from Sky released yesterday to coincide with US Thanksgiving.
Pubs, bars and clubs are being encouraged to offer American-themed options on their menus on Sunday evenings during the live NFL games that immediately follow Sky Sports’ live “Super Sunday” Barclays Premier League matches to keep customers in for longer and gain additional sales.
Adam, who presents shows such as Travel Channel’s Man Vs Food and BBQ Champ, said: “I’m really excited to have worked on this project with Sky. With the rapidly growing enthusiasm for the NFL in the UK, now is the perfect time to bridge the gap between American food and sport and make both much more accessible to UK viewers.
“And when it comes to the real NFL fan experience, if you’re going to do it, you’d better do it right, and that means the food and drink has to be top notch. In my experience English pubs can have great food, but some pubs are often serving up the same dishes.
“With the NFL, there’s definitely an opportunity to set yourself apart. American sports bars are known for cool, fun, flavour-packed dishes that are easy to share, fun to eat and I want to bring those delicious bites to the UK.
“Most of the dishes I’ve included in the cookbook are meant to be shared – perfect for enjoying the excitement of the NFL with friends.”
David Rey, managing director of Sky Business, added: “NFL has never been so popular in the UK as it is now – we’ve just had another three regular season games at Wembley and the sport continues to boom this side of the Atlantic.
“The rapidly growing support for the game presents a huge opportunity for pubs and bars to identify themselves as a place where fans can go on a Sunday and watch the live action.
“We’re delighted to have had Adam’s knowledge and experience to hand when putting the cookbook together – his enthusiasm for bringing these dishes to pubs in the UK has been infectious.”
Through Sky Sports, NFL fans can enjoy at least five games a week across the regular season, every playoff clash, the Pro Bowl and the Super Bowl on February 7.