Recent work

A general view of the stadium as the Jacksonville Jaguars run out on to the field. Baltimore Ravens and the Jacksonville Jaguars play in the NFL International Series at Wembley Stadium in London on Sunday, Sep 24 .
photo: Dave Shopland/ NFL

NFL: 2017 London Games

The Brief:

Generate brand awareness and fan growth throughout the 2017 NFL London Games.

The Campaign:

On the 10-year anniversary of the first NFL regular season game in London, The Playbook was tasked to continue to grow the league’s UK presence amongst a diverse target audience, from dedicated fan to curious newcomers.

Adopting a tactical approach focused on generating content across the widest range of channels, we created a breadth of unique storytelling angles across as diverse a media landscape as possible.

With the focus not just on the sports fan we worked with consumer and lifestyle media, maintained strong relationships with national and broadcast news sources, and provided easy-to-digest content for social use.

Baltimore Ravens and the Jacksonville Jaguars play in the NFL International Series at Wembley Stadium in London on Sunday, Sep 24 . photo: Sean Ryan/ NFL

This strategic approach enabled the NFL to open up to the largest ever UK audience, from features in national titles such as The Times and The Independent to engaging with a brand-new audience with coverage in the likes of GQ and Closer Magazine we sought to flood the UK media with as much quality NFL content as possible over a four game, six-week period, generating record results.

Outcomes:

• 139% year-on-year reach increase across earned media throughout the London Games

• Coverage in every UK national newspaper, including several front pages

• Coverage across the broadest ever media landscape with non-news highlights including GQ, FourFourTwo, Closer and Men’s Health, resulting in a total of 2,384 pieces

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If you’ve got the right stuff, drop us a line (or check our LinkedIn page for any current vacancies).

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