TBA Global Produces Successful NFL Pepsi Max International Series Tailgate

Biggest single NFL-organized Tailgate in UK makes history, drawing over 20,500 fans

October 29, 2009 – London, U.K. – To help NFL International continue to expand the market for American Football in Europe, TBA Global worked with NFL and NFL UK to create the 2009 NFL Pepsi Max International Series Tailgate, an experiential marketing program connecting fans with both the game and NFL International sponsors. TBA Global assisted the NFL in creating an American-style tailgate party for over 20,500 fans prior to the Wembley Stadium match between the Tampa Bay Buccaneers and the New England Patriots. The 2009 Tailgate event was the biggest single NFL-organized tailgate outside of the U.S.

This year the 2009 NFL Pepsi Max International Series Tailgate put an even greater emphasis on the NFL fan team experiences and partner sponsors. Fans were immersed and enthralled with each of the thirty-two NFL teams through the NFC and AFC Team Villages, the Hall of Fame Exhibit and 3D Cinema.

Alistair Kirkwood, Managing Director of NFL UK, said: “ Our Tailgate is intended to ensure that fans experience a whole lot more than just the game itself and enjoy an event unlike any other in UK sport. The intention this year was to showcase all 32 teams, creating a destination for established fans and driving avidity with teams for newer fans. Working with TBA Global we were able to achieve this through a memorable Tailgate.”

Pre-Game Tailgate Party
Enthusiasitc fans flooded the team booths to enjoy video highlights and displayed memorabilia and get exciting updates on all of their favorite AFC and NFC Conference teams. Fans participated in fun photo ops at each booth, even posed with the official Patriots and Buccaneers cheerleaders.

Up and coming UK regional bands performed on stage during the entire Tailgate event. Fans interacted with football player stilt-walkers, face painters, temporary tattooists and magicians. Prize drawings and give-aways included autographed jerseys, helmets, footballs, and a game travel package for one lucky grand prize winner.

NFL Hall of Fame
An exhibition featuring some of the NFL’s most historic treasures was also part of the tailgate experience. The NFL Hall of Fame featured a dazzling display of all 43 Super Bowl rings, an historic collection of helmets ranging from the original leather to current team helmets emblazed with iconic team logos, the Vince Lombardi Super Bowl Trophy, the Pro Bowl Trophy, the jersey that Brett Favre wore when breaking the NFL’s consecutive games played record, Joe Montana’s Super Bowl MVP football and John Elway’s helmet from the 1996 season.

NFL 3D Cinema
Tailgate attendees were also among the first people in the UK to experience the NFL in 3D. Fans got a player’s-eye view as they experienced first-hand, a dynamic and emotional seven minute montage of the Oakland Raiders – San Diego Chargers game in 2008 as well as footage from Super Bowl XXXVIII which matched the New England Patriots against the Carolina Panthers.

Of course, a tailgate wouldn’t be complete without cheerleaders. Buccaneers and Patriots cheerleaders were a huge hit with the fans as they charged the crowd up for the big game. The Tampa Bay Buccaneers Cheerleaders were available for photos and autographs after their performance.

Reebok’s Merchandise marquees made it easy for fans to purchase a vast array of team jerseys, caps, t-shirts, novelty items and other clothing from the participating AFC and NFC teams. Limited edition footballs, mini-helmets and a variety of 2009 Pepsi Max International Series special merchandise were also available.

Coors Light – the official beer sponsor of the NFL – provided ice cold, Rocky Mountain refreshment and Pepsi products were also available. To round out the authentic tailgate experience, concessions included American favorites like Hot Dogs, Pizza and Burgers.

About TBA GLOBAL
TBA Global is an award-winning engagement marketing and communications agency that connects brands to people. TBA Global helps brands reach employees, business audiences, and consumers through a wide range of effective new media and live experiences that drive engagement and revenue. TBA Global is ranked among the Top Promotion and Event Marketing Agencies by Advertising Age magazine (May, 2009). The agency is headquartered in New York City, NY with 18 offices in North America and the U.K. Join TBA Global online at www.tbaglobal.com, www.facebook.com/tbaglobal or www.twitter.com/tbaglobal.