Frank’s RedHot and Eli Manning Take the Beloved Tailgate Tradition Virtual

The Homegate experience will welcome up to 1,000 fans on Zoom

The event will offer recipes for game day staples such as Frank's RedHot chili. Frank's RedHot
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With the NFL season kicking off during a pandemic, few stadiums will be able to host fans let alone pregame tailgates. So Frank’s RedHot is hoping to bring the tailgate atmosphere to fans’ homes with some help from Eli Manning.

The McCormick-owned hot sauce brand has teamed with the New York Giants quarterback to hold its first virtual Homegate on Sept. 20, ahead of the Giants vs. Chicago Bears game at 12 p.m. ET. On Twitter, Frank’s RedHot and Manning will tweet a Zoom link inviting up to 1,000 fans to join the digital experience; the brand will also livestream the event on its Twitter account.

Fans will get access to tailgate recipes using Frank’s RedHot products, gift card giveaways, branded challenges and a chance to interact with Manning one-on-one. The quarterback will be joined by surprise guests, who will also share their favorite recipes and game-day traditions such as buffalo chicken nachos, buffalo chicken dip, baby back ribs and chili.

Other dishes in the Homegate lineup include buffalo chicken nachos.Frank’s RedHot

Jill Pratt, chief marketing excellence officer at McCormick, said the virtual event stems from Frank’s RedHot’s yearlong partnership with Manning, which kicked off with a Twitter stunt in May in which the QB provided sideline commentary for the golf tournament The Match: Champions for Charity.

“Providing sports fans with another way to be a part of the action has become Frank’s RedHot’s signature. And we’re sticking to our game plan,” Pratt said. “With just a handful of stadiums able to welcome fans this season, due to Covid-19, we wanted to recreate the energy and spirit of the pregame tailgate.”

Frank’s RedHot is working with creative agency Grey New York, PR agency Sunshine Sachs, experiential agency BeCore and Zoom’s internal events team to produce the experience. Pratt noted the brand has more plans for digital promotions with Manning heading further into the NFL season.

“It is a very difficult time for people,” Pratt added. “If we can provide a distraction that is both comfortable and familiar to fans, we will consider the activation a success.”


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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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