View the full Brand Finance NFL 2025 report here
As part of the launch of the Brand Finance NFL 2025 report, Brand Finance and HCLTech came together at MetLife Stadium – home of the New York Giants and New York Jets – for an exclusive event exploring the intersection of sport, brand, and business.
The evening featured a fireside chat between Abhishek Atree, Senior Director and Global Lead for Brand and Sports Marketing at HCLTech, and Laurence Newell, Managing Director, Americas at Brand Finance. The discussion examined how strategic partnerships, such as HCLTech’s role as the Official Digital Transformation Partner and Cornerstone Partner of MetLife Stadium, can translate into measurable brand and business outcomes.
Atree spoke about the thinking behind HCLTech’s investment, explaining how the partnership connects business visibility, brand awareness, and client engagement:
“As a brand, we were looking for a massive platform that could make us more visible, more engaged, and connect us with the right kind of audience. New York and New Jersey are key markets for us with many key clients and stakeholders in the region and nothing gets bigger than the NFL.”
He described the partnership as a natural fit for a technology brand aiming to connect with multiple audiences through one high-impact platform:
“MetLife Stadium is one of the most active venues in the US… You can’t beat New York City, it’s the hub of sports and entertainment in so many ways… It’s so much more than just a sponsorship; it’s a brand platform that engages so many different sets of audiences.”
The conversation reinforced findings from Brand Finance’s case study, How HCLTech’s MetLife Stadium sponsorship delivered $247 million in brand value, which quantified the commercial impact of the partnership. According to the analysis, the sponsorship has added USD247 million to HCLTech’s brand value and lifted its Brand Strength Index (BSI) score by 0.6 points over three years. The uplift reflects measurable improvements in awareness, familiarity, and consideration, particularly among NFL fans and IT decision-makers, positioning HCLTech as a trusted technology leader.
Beyond the data, the partnership exemplifies how long-term, insight-led brand investments can strengthen reputation, drive engagement, and support broader business objectives. As Brand Finance’s research shows, sports partnerships that align closely with a brand’s purpose and stakeholder priorities have the power to build lasting competitive advantage.
The full fireside chat is now available to watch below, offering further insights into how HCLTech and Brand Finance are advancing the conversation on brand value in sport and business.
