When Jersey Mike’s Subs announced in April 2025 that it was becoming the Official Sub Sandwich Sponsor of the NFL, the brand signaled more than a marketing play. It was making a full-court press to cement its place in American sports culture. That promise just got a major boost as retired football legend and two-time Super Bowl champion Eli Manning joins the brand as its newest spokesperson.
In a tongue-in-cheek campaign launched this week, the beloved quarterback goes head-to-head with none other than Danny DeVito, the actor who has been the quirky, lovable face of Jersey Mike’s in recent years. The rivalry—more sitcom than smackdown—ushers in a new era for Jersey Mike’s advertising strategy, one that is tightly interwoven with the NFL’s enormous reach and its emotionally invested fan base.
And what better way to do that than by pairing two of New Jersey’s most recognizable figures?
NFL Fans: A Market Too Big to Ignore
For any brand looking to deepen its roots in American culture, aligning with the National Football League is a powerful move. The NFL commands one of the most loyal and expansive audiences in the country. With an estimated 150 million + fans across the U.S. and weekly viewership for games frequently topping 20 million, the league offers unprecedented exposure.
NFL fans are not just numerous; they’re passionate, engaged, and emotionally connected to the game. That translates into higher brand affinity for sponsors that successfully embed themselves into the gameday experience. From tailgate spreads to post-game meals, food is an integral part of how fans celebrate the sport.
Jersey Mike’s is banking on that emotional overlap by offering not only a product but a ritual. Subs, after all, are an all-American staple. Subs are portable, shareable, and packed with flavor. Add in a football icon like Eli Manning, and the brand gains instant credibility in a market where loyalty runs as deep as team pride.
“Eli’s charm and low-key wit combined with Danny’s big personality make for an unforgettable duo,” said Jeff Hemschoot, senior vice president of marketing at Jersey Mike’s Franchise Systems, LLC. “As a proud New Jersey resident and longtime Jersey Mike’s fan, Eli was a natural fit. He’s one of Jersey’s most iconic sports figures and we’re thrilled to have him on our team.”
The Jersey Connection: Why This Duo Works
The campaign isn’t just about football and subs; it’s about identity and place. Both Manning and DeVito have deep ties to New Jersey, a state with an outsized influence on national pop culture and a passionate sports fanbase. The creative concept leans heavily into that shared hometown pride, resulting in a campaign that feels authentic rather than manufactured.
Though Eli Manning played for the New York Giants, the team actually calls MetLife Stadium in East Rutherford, New Jersey home. That detail isn’t lost on local fans, who often feel overlooked when the team is labeled “New York.” In truth, Manning’s professional career unfolded on New Jersey turf, making his pairing with Jersey Mike’s—a sub shop founded at the Jersey Shore in 1956—feel like a natural homecoming.
Actor Danny DeVito, born and raised in Neptune Township, New Jersey, has long served as Jersey Mike’s comic heartbeat. Known for his high-energy delivery and unmistakable voice, DeVito’s continued presence in the campaign adds continuity and star power. Rather than replacing him, the campaign smartly pits the two icons in a lighthearted rivalry.
The result? A marketing campaign that doesn’t alienate fans of the old or the new. Instead it doubles down on both.
Humor, Rivalry, and Sub Sandwiches
The first of several national TV spots features DeVito reacting with mock indignation as he discovers Manning has joined the Jersey Mike’s family. “You stole my job,” DeVito exclaims, his signature sarcasm on full display. It’s a classic case of new kid versus veteran, with plenty of wink-and-nod moments for longtime fans of both celebrities.
Future ads are scheduled to roll out this fall and will continue to play up the dynamic between the two. Content will also expand to social media, leveraging the personal accounts of both Manning and DeVito for maximum reach and organic fan interaction.
“This campaign was the perfect way to kick off Jersey Mike’s new NFL partnership—with humor, star power, and a little friendly rivalry,” said Mark Gross, co-founder and co-chief creative officer at Highdive, the creative agency behind the spots. “We leaned into Danny’s longtime role with the brand and had fun imagining what happens when someone like Eli tries to steal a little of his spotlight.”
It’s not just about laughs, though. The campaign is designed to be multichannel, appearing on television, digital platforms, and across NFL-aligned properties. It’s a strategic, 360-degree rollout aimed at embedding the Jersey Mike’s brand into the very rhythm of the football season—from pregame snacks to post-game meals.
Why Eli Manning Makes Strategic Sense
Manning’s public persona has evolved significantly since his days on the gridiron. Known for his clutch playoff performances and humble demeanor, Eli has become a media fixture since retirement, co-hosting “ManningCast” with his brother Peyton and making regular television appearances.
He brings a relatable charisma. He’s the everyman quarterback, funny without trying too hard, self-deprecating in a way that feels genuine. That authenticity aligns perfectly with Jersey Mike’s brand ethos, which emphasizes quality, integrity, and community connection.
From a business standpoint, having Eli as the face of the brand during the NFL season is smart timing. He’s not just a football legend; he’s a Super Bowl MVP. And with the Giants still playing in New Jersey, the link to local pride remains current. It’s a rare opportunity to blend nostalgia with the present-day football narrative.
A Campaign Worth Watching
As the NFL season kicks off, so too does a season of opportunity for Jersey Mike’s. With fans gathered around screens and stadiums every week, the brand is betting that a little humor, a lot of heart, and some serious Jersey pride can win over America’s appetite.
Whether you’re a Giants fan in New Jersey, a football lover in Texas, or just someone who appreciates a fresh-sliced sub, you’ll likely be seeing a lot of Eli Manning and Danny DeVito in the coming months. And if the campaign delivers on its promise, it might just make Jersey Mike’s part of your Sunday lineup.
