NFL London Games 2025
How do you grow UK youth fandom for a sport that is synonymous with the USA?
We were challenged to create culturally-relevant content that resonates with the
18-24 YO demographic.
We do this by tapping into trends and topics that both educate and entertain, bringing UK culture both online and offline into our content, as well as by trying to show the audience we’re speaking for them, not from America.
Content is focused around maximising tentpole moments like Dublin and London Games and Super Bowl, leveraging teams, partners and influencers to increase our reach.
Snapshot from a Super Bowl
Throughout the week of Super Bowl LX, we had a team on the ground in San Francisco to build a buzz around the big game among an audience who weren't able to be in the thick of the action. From activating behind-the-scenes access to celebrating community moments, we worked closely with players, fans and the NFL's partner brands to create a stream of culturally relevant and engaging short-form video content that was specifically crafted for TikTok, Instagram and YouTube Shorts.
Game Day
Once game day arrived, we executed a multi-location content operation with teams positioned around the Levi's Stadium in Santa Clara, the official UK watch party in Walthamstow, NFL HQ in Leicester Square and remote editors in Bristol working in real time. This enabled us to capture and publish live moments as they unfolded on both sides of the Atlantic, bringing the Super Bowl experience to life for our target audience back home.
