Recent work

Jacksonville Jaguars and the Indianapolis Colts play in the NFL International Series at Wembley Stadium in London on Sunday, Oct2.
photo: Bob Martin/ NFL

NFL: Growing the Fan Base

The Brief: 

Grow the profile of NFL in the UK, engage new fans and drive people towards TV coverage, digital channels and the NFL London Games.

The Campaign: 

With diverse target audience groups to reach, we set about creating story angles and content that would appeal to a wide range of media channels including national sports, lifestyle, technology, business and mainstream broadcast.

Due to limited daily access to playing talent, our team had to be creative and tell the NFL story through different assents such as cheerleaders, celebrity fans, NFL executives and NFL Live Tour events.

The strategic approach continues to raise the visibility of NFL throughout the year, signposting our audience to all the different ways to engage with NFL in the UK, all under the core positioning of #OnlyInTheNFL.

Outcomes:

1,200+ pieces of NFL media coverage in 12 months

More than 50% year-on-year increase in TV reach

47% increase in consumption of NFL content across digital channels

get in touch

Fancy some game-changing thinking?

020 3797 1091
hello@wearetheplaybook.com
70 Gray’s Inn Road • London • WC1X 8BT

We’re always on the lookout for new talent to join our team.
If you’ve got the right stuff, drop us a line (or check our LinkedIn page for any current vacancies).

talent@wearetheplaybook.com