The NFL UK has chosen Wasserman to help strengthen its year-round fan engagement across the country with a series of events and brand experiences.
The sports marketing agency’s Experience division will continue its longstanding work with the league after being awarded a three-year contract following a competitive pitch.
As part of the partnership Wasserman will work the NFL UK to boost fan engagement through brand experiences at NFL fixtures, including those taking places at Wembley and Twickenham Stadium later this year.
The fan engagement focus will extend beyond the London games with Wasserman taking responsibility for activating brand experiences across the country including locations such as Liverpool, Nottingham and Edinburgh. These regional activations will NFL UK Live events hosted by Sky Sports’ Neil Reynolds featuring live Q&A’s with NFL legends, game insights and exclusive insider information.
Wasserman has built up seven years’ experience working with the NFL and will continue to run the events held in previous years including the tailgate parties at each stadium and the ‘NFL on Regent Street’ event where Regent Street is pedestrianised and becomes a large-scale Fan festival.
“The London Games have gone from strength to strength in the UK, from one fixture a year to four,” said Maria Gigante, vice president of events at NFL UK. “We’re delighted that Wasserman will remain a part of the London Games, and the wider, season-long fan engagement campaign, which will build on the huge interest and support across the country”
Paul Southby, senior project director at Wasserman, added: “We have a long standing relationship with NFL UK, and we’re absolutely honoured to continue working with them. Together we’ve held events across London, at iconic stadia and along historic streets. We’re now visiting big cities across the UK, aimed at generating and boosting even more fan engagement with the sport.”
Other initiatives from the league to continuing building the sport’s popularity in the UK include the appointment of sport and entertainment agency Clifford French which has been leveraging influencers, celebrities and athletes to attract new European fans.