The National Football League (NFL) is to launch a multi-million-pound campaign in the UK to generate excitement about American football following a three-year deal to show the Superbowl on ITV.
NFL vice-president for planning and development Alistair Kirkwood says the organisation is finalising its marketing plan, which is likely to include a national advertising and PR campaign later this year.
The NFL has used B’lowfish and Frontline Media to handle its creative and media accounts in the past, although Kirkwood does not rule out holding a pitch for its business.
He adds that the NFL hopes to create the same sort of excitement around the Superbowl as in the US.
The NFL is seeking a range of commercial partners to support the relaunch of the game in the UK. Kirkwood points to recent tie-ups with companies including Domino’s Pizza – where for a month every pizza carried a Superbowl wrap – and Wetherspoons pubs as examples of successful partnerships. Kirkwood says the NFL also plans to invest a “seven-figure sum” to train British players in American football, with a view to them playing in the NFL league in the next few years. It also plans to bring American football teams to the UK to play games in the rebuilt Wembley Stadium.