Expand Your Markets

To help NFL International to expand the market for American Football in Europe, TBA Global created the NFL Tailgate Party Presented by Panasonic, an experiential marketing program that connected fans with the game and with NFL International sponsors.

We worked with the NFL to create an American-style tailgate party for over 20,000 fans prior to the Wembley Stadium match between the New Orleans Saints and the San Diego Chargers.  To complement the Saint’s home team designation, we created a Mardi Gras atmosphere for the event, including a vibrant parade and New Orleans-themed elements throughout.

Pre-Game Mardi Gras Street Parade
An authentic Mardi Gras parade included three larger-than-life floats that were specially designed and built in New Orleans and shipped to the UK.  The NFL Title Float, the New Orleans Jazz Float and the Mardi Gras Jester Float each had a krewe of vibrantly costumed revelers who tossed a mixture of custom created “International Challenge Series” medallions and brightly colored Mardi Gras beads to thousands of eager spectators along the route.

Pre-Game Tailgate Party
At the NFL Tailgate Party Presented by Panasonic the lively Mardi Gras theme came alive with music, roaming entertainers, games, and authentic New Orleans food and drinks. Stilt-walkers, face painters, magicians and jugglers strolled among the crowd, while New Orleans artists played on the main stage, along with a crowd-pleasing special appearance by the Saintsations Cheerleaders.

Sponsorship activation included all-ages interactive football activities, such as an NFL Obstacle Course, NFL Quarterback Challenge, NFL Red Zone, NFL Field Goal Challenge, NFL Drive, a Games Lounge, and an automotive showcase with face painting artists.

Halftime Entertainment
Inside Wembley Stadium at halftime, the Mardi Gras parade returned to entertain the more than 80,000 fans who were watching the 2008 Bridgestone International Series game.

Results
The 2008 Tailgate Party was the biggest single NFL-organized tailgate anywhere in the world, almost tripling the attendance from the prior year.  This event achieved all of NFL’s objectives, which were to increase the awareness of NFL International, attract more European fans, and expose this wider audience to a true taste of American Football.

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