Expand Into New Markets

International expansion is a huge priority for the most-watched U.S. sports league, so our client wanted to build buzz and create a demand for more American football games by staging an American-style tailgate party.

Pre-game promotion started with a 26 foot tall animatronic American Footballer in Trafalgar Square.

On game day it was clear that the UK fans were ready for some football! We staged a Tailgate Party next to Wembley Stadium and created an immersive experience with musical entertainment, professional players and cheerleaders, and interactive games like the Quarterback Challenge and the Fly for Six. Fans were also treated to a sizzling selection of traditional American tailgate food and beverages.

A thousand fans who couldn't get tickets to the sold out game were treated to a private viewing area with large screens at the Wembley Arena.

Afterwards, our client received tremendous press coverage, created thousands of positive consumer impressions, and confirmed another trip to Europe the following season.