We have worked with the National Football League since 2010 to recreate the feeling of an American Football stadium in London.
After nine years helping the NFL bring the grandeur of American Football to the UK, the 2019 London Games presented a whole new challenge as the series expanded to four games across two stadiums in London. 2019 marked an exciting point in NFL history, with the first two matches debuting the state-of-the-art Tottenham Hotspur Stadium, the first purpose-built NFL stadium constructed outside of the United States.
We needed to communicate a consistent and authentic NFL story across both Tottenham and Wembley Stadium, cementing the NFL's presence in the UK, distinguish the character of each team, and hero the all-important 'home team' – all while celebrating the NFL's 100th season.
The NFL is different from anything that exists in the UK sports scene – from extraordinary access to teams and players to unrivalled fan events and an entertainment spectacle that is found only in the NFL.
As fans arrived at each stadium, we surrounded them with visuals combining dynamic player imagery and disrupted bold typography inspired by the teams' brand and essence. The monumental graphics around the stadiums echoed the NFL's ever-growing presence in the UK, attracting new fans while building excitement and anticipation among those who already love the game.
The audience were immersed in the exciting world of the NFL from the moment they engaged with the experience.
The event successfully increased the uptake of American Football in the UK by 15%.
2.26m ATTENDEES
4 SELLOUT GAMES
15% INCREASE IN AMERICAN FOOTBALL PARTICIPATION IN THE UK
6000 SQUARE METERS OF MESSAGING
Imagination is an Experience Design Company headquartered in London, with 13 studios worldwide. Founded over 50 years ago on a principle of Independent Creativity - we bring together diverse groups of strategic, creative and practical people to find creative and inspired answers to client challenges. We remain independent to this day. We have earned a reputation for consistently challenging and changing the status quo, through our core offers of Consulting, Destinations, Content and Live.
Imagination was awarded silver at Campaign’s Global Brand Experience Agency of the Year Awards 2022, ranked 38 in Newsweek’s UK Top 100 Most Loved Workplaces 2022 and won the Grand Prix award at Campaign Tech Awards for their recent work with Visa Masters of Movement.
For more information, please visit imagination.com