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The Best NFL London Campaigns

The UK is one of the fastest-growing markets in the world for the NFL, with 14.3 million fans – 20% of the UK population. As part of this ever-expanding phenomenon, the international series has taken off with games all over the world, with Mexico and most recently Germany getting in on the act. The majority, though, have been played in London and there has to be a strong chance that we’ll see a UK-based franchise sooner rather than later. The three games played in London this year have been hugely popular and with sponsors clambering to get involved, we’ve taken a look at the most eye-catching PR campaigns associated with them.

17/07/2024

Old El Paso

In early October, food company Old El Paso extended its partnership with the NFL for a second year. As well as encouraging NFL fans to enjoy their well-known nachos during game day, the campaign has been given the strapline ‘Make Some Noise for Crunch Time’.

Supported by a significant marketing spend, the partnership took a two-pronged approach kicking off at the London Games. At the games held at the Tottenham Hotspur Stadium – the Jacksonville Jaguars versus the Buffalo Bills on Sunday 8 October and Baltimore Ravens facing the Tennessee Titans a week later – the brand’s presence was strong throughout with digital, social and influencer activities taking place.

As part of the partnership, Old El Paso also put together a ticket competition around this year’s London Games which saw five pairs of tickets to the first match of the series on Sunday 1 October at Wembley up for grabs.

NFL experience

The NFL themselves are really behind the London Games and have clearly realised how passionate fans in this country are about the sport. Every year they put on some sort of event to big up the matches that take place in the capital and this time around, they used the newly renovated Battersea Power Station as the host for the ‘NFL Experience London’.

The immersive American Football takeover brought fans closer to the game on and off the field, with a host of activities aimed at all ages, while plenty of famous NFL faces, such as Jason Bell and Osi Umenyiora were also in attendance. Some of the activities on the day included:

- Quarterback Challenge, Broad and Vertical Jumps, and Wide Receiver and Field Goal Kick activities
- Cheerleader and mascot performances from teams playing in the 2023 NFL London Games
- An NFL Flag football mini-field gave fans the chance to experience the non-contact format of the game
- NFL merchandise and vintage memorabilia from all 32 NFL teams was available to buy, plus a New Era cap personalization station and vending machine, with a Fanatics container shop that dispensed NFL products
- Giant NFL helmets representing all 32 NFL teams, plus a bespoke 2023 NFL London Games helmet, was on display on The Coaling Jetty on the Thames in front of the Grade II* listed Power Station
- A Madden NFL 24 gaming station was also available for fans to play, while Scottish artist and designer Craig Black created a bespoke artwork on American footballs using his unique dripping paint technique

Marlon Humphrey reviews English biscuits

One thing the NFL have been keen to do with the International Series is keep the English heritage within its messaging. In keeping with this theme, it put together a cool and quirky social-first piece of content using the Baltimore Ravens star cornerback Marlon Humphrey, one of those who played in the final game of the series when the Ravens took on the Titans at the Tottenham Hotspur Stadium.

Hosted on the official social pages of the NFL in the UK, Humphrey was tasked with reviewing some of the traditional English biscuits that have been nationwide favourites for many years. And while the 27-year-old had a rough idea on what some of the classics were, plenty totally baffled him. So, as you can imagine, the results were rather entertaining!

Watch below to see how the cookie really crumbled…

Old El Paso

In early October, food company Old El Paso extended its partnership with the NFL for a second year. As well as encouraging NFL fans to enjoy their well-known nachos during game day, the campaign has been given the strapline ‘Make Some Noise for Crunch Time’.

Supported by a significant marketing spend, the partnership took a two-pronged approach kicking off at the London Games. At the games held at the Tottenham Hotspur Stadium – the Jacksonville Jaguars versus the Buffalo Bills on Sunday 8 October and Baltimore Ravens facing the Tennessee Titans a week later – the brand’s presence was strong throughout with digital, social and influencer activities taking place.

As part of the partnership, Old El Paso also put together a ticket competition around this year’s London Games which saw five pairs of tickets to the first match of the series on Sunday 1 October at Wembley up for grabs.

Marlon Humphrey reviews English biscuits

One thing the NFL have been keen to do with the International Series is keep the English heritage within its messaging. In keeping with this theme, it put together a cool and quirky social-first piece of content using the Baltimore Ravens star cornerback Marlon Humphrey, one of those who played in the final game of the series when the Ravens took on the Titans at the Tottenham Hotspur Stadium.

Hosted on the official social pages of the NFL in the UK, Humphrey was tasked with reviewing some of the traditional English biscuits that have been nationwide favourites for many years. And while the 27-year-old had a rough idea on what some of the classics were, plenty totally baffled him. So, as you can imagine, the results were rather entertaining!

Watch below to see how the cookie really crumbled…

NFL experience

The NFL themselves are really behind the London Games and have clearly realised how passionate fans in this country are about the sport. Every year they put on some sort of event to big up the matches that take place in the capital and this time around, they used the newly renovated Battersea Power Station as the host for the ‘NFL Experience London’.

The immersive American Football takeover brought fans closer to the game on and off the field, with a host of activities aimed at all ages, while plenty of famous NFL faces, such as Jason Bell and Osi Umenyiora were also in attendance. Some of the activities on the day included:

- Quarterback Challenge, Broad and Vertical Jumps, and Wide Receiver and Field Goal Kick activities
- Cheerleader and mascot performances from teams playing in the 2023 NFL London Games
- An NFL Flag football mini-field gave fans the chance to experience the non-contact format of the game
- NFL merchandise and vintage memorabilia from all 32 NFL teams was available to buy, plus a New Era cap personalization station and vending machine, with a Fanatics container shop that dispensed NFL products
- Giant NFL helmets representing all 32 NFL teams, plus a bespoke 2023 NFL London Games helmet, was on display on The Coaling Jetty on the Thames in front of the Grade II* listed Power Station
- A Madden NFL 24 gaming station was also available for fans to play, while Scottish artist and designer Craig Black created a bespoke artwork on American footballs using his unique dripping paint technique

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