The Kansas City Chiefs announced a multi-year partnership with Playfly Sports on Wednesday to lead the team’s sponsorship sales efforts in the United Kingdom and Ireland.

Playfly, a revenue-focused sports marketing company, will help the Chiefs identify, build and manage partnerships with brands that have a strong presence in the UK and Ireland. The firm’s UK-based team will structure sponsorship deals and develop activations designed to connect with local fans.

Using proprietary data tools, Playfly will provide the Chiefs with measurement of fan interest and growth trends, allowing the team to make more informed investment decisions.

The Chiefs become the first NFL team to use Playfly Sports for sponsorship sales outside the United States. The agreement represents an important step in expanding the franchise’s international presence and building stronger connections with UK and Irish supporters.