In one of the most confusing marketing efforts ever, the NFL just launched an Ed Sheeran merch line that has fans all over the world scratching their heads. The Grammy winner is set to kick off the 2021 NFL season this year and the league decided to release a hat, a shirt, and a jacket in honor of Sheeran.
As much as we all love Ed Sheeran and his music, this has got to be the weirdest hype move in recent NFL history:
NFL x @edsheeran#Kickoff2021 Merch is here: https://t.co/mR2DjZOTdw pic.twitter.com/FhQh2XgZ6N
— NFL (@NFL) September 8, 2021
Obviously, NFL fans were livid and went on an absolute outburst on Twitter:
This gotta be the most random collab I’ve ever seen
— 💤 (@SeattleSquad17) September 8, 2021
i need the people willing to spend $249.99 on an Ed Sheeran 2021 NFL season kickoff jacket to show themselves so i know never to be in their presence https://t.co/8F5aCEOrZQ
— Tyler Conway (@jtylerconway) September 8, 2021
If you buy this you're a fed https://t.co/e0Jwl0YMVk
— Isaac (@WorldofIsaac) September 8, 2021
Why does Ed Sheeran need nfl merch. Who is purchasing it. I must have answers I won’t be able to sleep tonight
— Hannah (@hannahharshe) September 9, 2021
This also wasn't the first time that fans called out the NFL for this unique promo. A few days ago, the NFL's official Twitter account posted a photo of the #Kickoff2021 event featuring Ed Sheeran before the Tampa Bay Buccaneers game against the Dallas Cowboys. And, instead of having seven-time Super Bowl champ Tom Brady and Cowboys star QB Dak Prescott front and center, it was Sheeran in the middle of the promo which didn't bode well with some fans.
It’s almost here! 🏈
Join @edsheeran at the #Kickoff2021 Experience. @EAMaddenNFL pic.twitter.com/zQyv7y8QlK
— NFL (@NFL) September 7, 2021
Here were some of the rough comments:
Because when I think of music that embodies the adrenaline-filled, rough-and-tumble nature of professional football, I think of ol' Eddie Sheeran singin' straight to the ladies' hearts.
— Aaron (@TwoAysNoKetchup) September 7, 2021
This just… no. I’ve liked Ed Sheeran’s stuff, but he does NOT belong in anything associated with NFL. Terrible selection here
— Ky (@ky4theshoe) September 7, 2021
Again, no offense meant towards the iconic pop star but these promos aren't doing it for me. I mean, I do love the collaboration but the way it's been marketed has been quite weird. Hopefully, that's just me (and this handful of users on Twitter).
Whether we like it or not, it is happening. Sheeran is set to perform on Thursday, September 9 to help jumpstart the 2021 NFL Season. According to Newsweek, the 30-year-old will also be releasing a new single called “Shivers” later this week.
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