As sports brands continue to widen their global outlook and extend beyond their natural geographies, The NFL has led the way with its International series of games that have featured games in London since 2007. In 2017 the NFL is rapidly expanding its presence with four games being hosted in London as the brand looks to continue to raise its profile.
Working with the in-house team on their social media strategy and video production our objective is to deepen the NFL’s relationship with the UK audience. This means targeting potential new fans to the sport by raising awareness of the league. We’ve done this by utilising the promotional tours that the NFL undertakes around the UK throughout the year. We created video content that introduces star NFL names with British sport, places and culture. Travelling the length of the country, we’ve produced content for the NFL UK’s social channels that showcased players getting to know the fans, football teams and food of London, Liverpool, Manchester, and Nottingham. This meant players trying haggis, playing cricket and football (the soccerball version) as well as having a Beatles fancy dress session.
As the battle for global sports audiences intensifies, the NFL will continue to be at the forefront of how it markets itself. Building a relationship not just with fans of the sport but with potential fans is key to its growth in the UK.