When considering what drink pairs best with football, coffee isn’t typically the first drink that comes to mind (unless you live in Buffalo and you were asked to stand out in the cold and shovel snow from the HighPark Stadium last weekend). Keurig Canada hopes to change that. Canada’s leading single-serve coffee maker has inked a multi-year partnership with the National Football League to be the “Official Coffee Maker of the NFL” in Canada.

The deal, which extends from 2024 to 2027, grants Keurig full commercial rights to leverage the trademarks and intellectual property rights of the NFL and its 32 clubs, in Canada. Using a multi-channel program of retail marketing, advertising, content creation, sweepstakes and game hospitality, the coffee-maker and popular football league will “work together to excite and inspire 13 million fans in Canada,” according to a release.

“Our vision is to make Keurig an essential part of fans’ routines, creating a seamless connection between the energy of football and the invigorating power of our coffee,” says Jean-Philippe Leblanc, vice-president of coffee, Keurig Dr Pepper Canada. “We’re not just brewing coffee; we’re brewing excitement for the game.”