The pre-match activities for the NFL International Series game at London’s Wembley Stadium will be developed and produced by brand experience agency, Ignite, for the third consecutive year.
Ignite will be managing the annual Tailgate Party for the clash between the St Louis Rams and the New England Patriots which takes place on Sunday 28 November. As the largest party outside of the USA the event will capture the essence of the NFL pre-match atmosphere with all the game build-up and authentic American food on offer.
Ignite will also produce the free NFL Rally in Trafalgar Square on Saturday 27 October featuring live appearances from Wretch 32 and Soul Symphony, cheerleader performances from both teams, and the chance to meet NFL stars past and present. The rally will be hosted live by Sky Sports’ Neil Reynolds and former NFL player and ESPN talent, Ross Tucker.
Marketing director of the NFL, Mark Killingley, commented: “The London game is always hugely popular, and fans come not only to see top class American football but also to experience what it’s like to be in amongst the action of an authentic NFL game.
“Ignite has been fantastic in creating this authentic atmosphere, putting on an experience that draws in more fans year after year, which is why we’re working with them again in 2012.”
It is expected some 40,000 people will attend the Fan Rally on Saturday and Sunday’s match at Wembley has already sold out. Due to the ongoing success of the NFL International Series two further Wembley games have already been confirmed for September and October 2013.
Paul Saville, managing director at Ignite, added: ““The NFL is a longstanding client of Ignite’s and it’s great to be working on the International Series game for the third time. It’s always a really enjoyable weekend, bringing a taste of the States to London; from the food to the entertainment and of course, the sport.
“There are thousands of American football fans living in the UK and Europe, for whom the NFL International Series is an annual highlight, so we always make sure to put on a good show.”