The National Football League (NFL) is reviewing its advertising business for the first time in three years in an effort to build its brand in the UK.
Incumbent agency Blowfish and another four undisclosed agencies are involved in the pitch for the UK above the line account. Frontline Media, which carries out media planning and buying, is not affected by the review.
The review comes ahead of Wembley hosting the first NFL game outside of the US at the end of October this year.
Gareth Davies, UK marketing director of the NFL, says/ "This campaign is not about selling tickets but building the long-standing fan base in the UK."
The UK beat off competition from Canada, Mexico and Germany to host this year’s encounter between the Miami Dolphins and the New York Giants. About 500,000 ticket requests were received for the match, which the NFL hopes will help enhance its brand awareness in the UK. The NFL has, critics say, never fully taken off in the UK, despite nearly five million tuning into this year’s Super Bowl contest.