The NFL aimed to strengthen its presence in the UK by increasing awareness, understanding and viewership of American Football. Alongside building the league’s brand in the market, the objective was also to drive ticket sales for the NFL London Games while supporting engagement across NFL GamePass and Fantasy NFL content.
We developed an end-to-end UK brand strategy grounded in deep audience and market insight. Through focus groups, interviews, surveys, workshops and stakeholder consultation, we explored the role of the NFL within both UK and US markets to identify the most compelling positioning for British audiences.
Our planning team created the proposition “Only in the NFL”, celebrating the uniquely American entertainment experience that the sport delivers. We also evolved the existing US brand identity so it could resonate in international markets, introducing region-specific elements while maintaining alignment with the global master brand.
Increase YoY in TV Viewing
UK sports fans reached through our content targeting
Weekly views on NFL game highlights for the first time ever
The strategy established a clear and distinctive platform for the NFL in the UK, helping grow awareness of the sport while reinforcing the unique entertainment value of the NFL experience.
