KANSAS CITY, MO. / LONDON, UK. (September 24, 2025) – The Kansas City Chiefs and Playfly Sports, the sports industry's leading revenue-maximization company, today announced a multi-year partnership to support the Chiefs' sponsorship sales in the United Kingdom & Ireland.

With a category-specific focus and UK&I-fan engagement insights bolstered by proprietary data, Playfly will build and help the Kansas City Chiefs further establish new partnerships and presence in the United Kingdom & Ireland.

"Our goal is to bring the passion and pride of Chiefs Kingdom to UK and Irish fans through Playfly's data-driven approach and knowledge of those markets," said Kellen Begnoche, Vice President of Partnership Strategy at the Kansas City Chiefs. "It's an exciting time in our brand journey, and Playfly brings an innovative and bold approach to our partnership efforts."

Playfly's UK-based team will identify and structure sponsorship deals tailored to brands with a concerted presence in the UK & Ireland, and develop category-specific activations that resonate with local fans. Leveraging Playfly's data tools, the Chiefs will benefit from precise measurement of fan interest, behaviour, and growth trends in the region- enabling smarter investment and more impactful partnerships.

"The sponsorships we are focused on are about building meaningful connections between UK&I fans and the Chiefs brand." said Adam Tuval, Commercial Development Director at Playfly Sports. "Our team is ready to pair Playfly's deep relationships across brands and agencies to deliver partnerships that resonate culturally and commercially, helping the Chiefs take another step toward becoming 'The World's Team'."

Playfly has a track-record of success, delivering performance led partnerships that give brands meaningful ROI from their partherships. The Kansas City Chiefs are the first NFL team to engage Playfly Sports to support their sponsorship sales outside of the U.S.