The NFL Partners With Brand USA to Coax European Football Fans to the US

By Kyle O'Brien 

With the NFL playing five regular season games in London and Frankfurt this season, there’s considerable interest in American football overseas. To leverage this sold-out series of events, Brand USA has developed a creative campaign that embraces people’s intrigue about the games and the American sports culture that swirls around them.

The promotion is a celebration of not only the sport but all the other things the U.S. has to offer. This includes a series of outdoor billboards and digital banners that showcase not only the NFL teams playing but also the U.S. destinations each calls home.


With a sports-inspired messaging that challenges London and Frankfurt residents to get on their feet and root for, and book travel to, the chance to experience even more American culture, firsthand. A series of videos get in on the fun-spirited concept by channeling the sounds and excitement of watching an NFL game, turning an action-packed travel film into a highlight reel of the U.S.A.

Working directly with the destinations that each participating team calls home, the campaign is a chance to channel the excitement for the European NFL games, while hoping people become fans of U.S. landmarks and culture as well.

The campaign creative was done by agency Spark, while media buying and placement was done through R&R Partners.

To further the promotional efforts, The NFL has signed a partnership with Brand USA, the official destination marketing organization for the United States. Under the agreement, Brand USA becomes the lead partner of the NFL in the U.K. and Ireland, the presenting partner of the NFL London Games and an official partner of the NFL in Germany.

In addition, Visit the USA brought a taste of American football culture to the streets of London recently before the game on October 1 between the Atlanta Falcons and Jacksonville Jaguars. Visit The USA hosted a free, immersive event at Shoreditch’s Bar Kick, transforming it into Bar Kick(off), celebrating the USA’s iconic Football culture.

Visit The USA  also whipped up a limited-edition “Tastes of the States” travel pack, featuring nine craft beers inspired by the U.S. cities represented at the games, like “Neon Sunsets” for Miami and “Urban Energy” for Atlanta.