The National Football League has announced a long-term partnership with electronics brand, TCL, who will serve as the league’s official TV partner.

The multi-year deal will see TCL expand their reach to the NFL fan base by enhancing their viewing experience through the large offering of premium TVs.

Additionally, TCL will have the opportunity to use NFL marks, and work with different teams and athletes to market their products to fans.

Commenting on the partnership, TCL North America SVP, Chris Hamdorf, said: “As TV and sports have long been a winning marriage, becoming the Official TV Partner of the NFL gives TCL a strategic partnership to affirm its formula for success – high quality, unmatched performance, and exceptional value among consumers who expect the best.”

“As we just proved at CES, our brand has grown globally and as our product offering expands beyond home theatre, we are confident that aligning with the NFL will bolster our brand recognition and are thrilled to have them as a key partner to kick off this next chapter for TCL,” he said.

NFL Senior Vice President of Partnership Strategy and New Business, Nana-Yaw Asamoah, added: “The NFL is excited to welcome TCL as our Official TV Partner and look forward to our fans enjoying their technology through a superior television experience.”

“Our broadcasts can only look as good as the TVs they’re displayed on which makes TCL’s products truly meaningful to the NFL experience.

“The NFL spends a lot of time evaluating potential partners to ensure their products, performance, and culture match our standard for excellence and TCL is a perfect fit.

“We look forward to helping them continue to grow their brand recognition and business,” Asamoah said.

The announcement comes after the NFL partnered with Google to bring next generation access to games.