Abercrombie & Fitch continues to deepen its relationship with the National Football League.

The league has signed a multiyear deal that makes the apparel retailer its Official NFL Fashion Partner, a first for an NFL sponsor.

A&F first began working with the NFL in 2022, a deal that started out small, with a focus on fleece and T-shirts and has since expanded to include sweaters, outerwear and hats for all 32 teams. Last week the company tapped Pittsburgh Steelers linebacker TJ Watt and his wife, former professional soccer player Dani Watt, to be the face of its Your Personal Best (YPB) brand.

Under the terms of this new deal, A&F will work with NFL players to design a lifestyle assortment of apparel for fans and will also feature the athletes in campaigns for the line. The retailer will have a visible presence at NFL’s top events in the U.S. and overseas as well as within its retail stores worldwide.

“As the NFL continues to evolve, we are partnering with brands that share our strategic vision,” said Tracie Rodburg, senior vice president of global partnerships at the NFL. “Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the fashion community, creating deeper connections with our fans at the convergence of fandom and fashion and celebrating our players’ dynamic style.”

The partnership demonstrates the league’s ongoing efforts to grow its fan base, especially among females — who make up nearly half of all NFL fans — by providing stylish options for them to wear to support their favorite teams.

“We’re uniquely positioned for this moment where sports, fashion and culture are converging like never before,” said Abercrombie & Fitch Co. chief executive officer Fran Horowitz. “We’ve been working with the NFL and premier NFL athletes for several years, so officially becoming a league sponsor is a natural progression. As a style authority, we’re creating products that let fans represent their team while expressing their personal style. This NFL partnership goes beyond licensing — it is about meeting the needs of an expanding audience. Together, the NFL and Abercrombie are helping to build fandom through fashion.”

Another component of the partnership features the launch of the Abercrombie Style Concierge where select NFL athletes will work with Abercrombie’s in-house stylists to be outfitted in the best looks for their style and schedule.

To promote the partnership, A&F debuted a national campaign for fall titled “Style Concierge” featuring players known for their style off the field. These include McCaffrey along with Amon-Ra St. Brown (Detroit Lions), CeeDee Lamb (Dallas Cowboys) and Tee Higgins (Cincinnati Bengals). Each of the players has worked with A&F to codesign limited-edition apparel that will be available for sale during the upcoming NFL season.

The marketing campaign represents the largest advertising investment A&F has made in the sports space and will run nationally on traditional and cable television as well as Meta, TikTok and NFL-owned channels.

“Style has always been a part of the NFL’s DNA, from the history of the game to players’ gameday outfits,” said Kyle Smith, fashion editor for the NFL. “Partnering with Abercrombie & Fitch lets us honor that legacy while introducing a new generation of fans to looks that are timely, versatile and connected to the culture of NFL football.”

“Performance starts with confidence, and for me, that means feeling good in what I wear,” said McCaffrey. “Abercrombie understands that style and comfort go hand in hand. This partnership lets us bring fans apparel that delivers on both fronts, so they can represent their team with the same confidence I feel when I suit up.”

The latest collection of men’s and women’s apparel includes hoodies, sweatshirts, T-shirts, outerwear, and accessories for all NFL teams and is available at select Abercrombie stores and online.