The National Football League (NFL) is to invest millions of pounds in a marketing campaign to increase the audience of its flagship Super Bowl event for its first UK terrestrial screening in five years. The move marks the first occasion that the NFL has marketed itself with above-the-line advertising.
The body for the sport – known as American Football in the UK – is hoping to recapture the popularity it enjoyed in the Eighties when players such as William “The Refrigerator” Perry became well-known figures.
The NFL is searching for an advertising agency and a media agency to run a campaign across TV, print and outdoor. A decision on the agencies will be made shortly.
This year’s event, Super Bowl XXXVII will takes place in San Diego and will be broadcast on Five and Sky Sports Extra. Five has also allocated prime-time slots to Super Bowl programming in the week running up to event.
The Superbowl is the biggest sporting event in the US and accounts for some of the world’s most expensive ad slots.