Celebrity Name: Rob Gronkowski & Julian Edelman
Brand Name: INFINITI
Deal Type: rand Ambassador / Launch Event Hosts
Announced: March 26, 2026
Impact: Pairs INFINITI’s latest luxury SUV with Super Bowl‑winning credibility, driving buzz around the QX65 debut and reinforcing the brand’s performance‑meets‑lifestyle positioning
- Rob Gronkowski and Julian Edelman co-hosted the official unveiling of the 2027 Infiniti QX65 at Grand Central Terminal’s Vanderbilt Hall in New York City on March 26, 2026, a major brand statement for Nissan’s luxury arm.
- The QX65 arrives at retailers in early summer 2026, priced from $53,990 for the LUXE trim and $62,590 for the AUTOGRAPH trim, notably below the average luxury midsize SUV sticker price of around $77,000.
- Infiniti is betting big on this launch: the brand’s U.S. sales have plummeted 65% since its record year of 153,000 vehicles sold in 2017, and the QX65 is only its third nameplate currently in the U.S. market.
- The QX65 features a 268-horsepower VC-Turbo engine, dual 12.3-inch displays, standard AWD, and a fastback coupe-style silhouette inspired by Infiniti’s iconic early-2000s FX model, and it’s manufactured in Smyrna, Tennessee.
Former New England Patriots teammates Rob Gronkowski and Julian Edelman took center stage at Grand Central Terminal on March 26, hosting Infiniti’s theatrical unveiling of the all-new 2027 QX65.
The duo stepped off a train and walked through the station’s iconic halls before pulling the sheet off the Sunfire Red SUV, complete with genuine gold-coated glass flecks in its three-layer paint finish.
“I’ve always been about showing up at big moments and putting in the work behind the scenes, and that’s what stood out to me with the Infiniti,” Gronkowski said at the event.
The launch comes at a critical moment for the brand. Infiniti sold a record 153,000 vehicles in the U.S. in 2017, but has since seen sales fall 65%, and currently has just two models on U.S. dealer lots. The QX65 is their biggest bet yet on a comeback.
This isn’t Edelman’s first major brand activation of 2026. He recently starred alongside NBA star Derrick White in a new Sam Adams campaign, showing just how in-demand the former Super Bowl MVP remains as a brand partner. His pairing with Gronkowski for the Infiniti launch only adds to a standout run of commercial momentum for the retired receiver.
The QX65 features a 268-horsepower turbo inline-4, standard AWD, up to 6,000-pound tow capacity, and 35.8 cubic feet of cargo space behind the second row. It will go on display at the 2026 New York International Auto Show at the Jacob K. Javits Center before hitting showrooms in early summer.
The move mirrors a growing trend, similar to Jalen Milroe’s recent New Balance ambassador deal that shows how athlete partnerships are reshaping brand visibility.
Takeaways
Infiniti didn’t just launch a car, they launched a cultural moment. Choosing two of the most beloved retired Patriots for a Grand Central Terminal reveal is a calculated play to reconnect with the American consumer on an emotional level.
The duo’s chemistry, built over years of Super Bowl runs together, gives the campaign an authenticity that a typical celebrity endorsement rarely achieves.
Gronk’s mass appeal and Edelman’s media savvy (he co-hosts the Dudes on Dudes podcast and serves as an NFL analyst) mean this partnership extends well beyond a one-night event, it’s a content engine.
The price point also matters: at $53,990, Infiniti is positioning the QX65 as the aspirational luxury SUV for buyers who want the look and feel of a $77,000 vehicle without the sticker shock. It’s a bold but logical play in a segment long dominated by European brands.
Can Gronkowski and Edelman’s star power actually move the needle for a brand that’s been largely off the cultural radar for nearly a decade? Given Edelman’s growing media presence and Gronkowski’s brand empire, could this evolve into a longer-term ambassador deal beyond the launch campaign?
