Wasserman Develops NFL Experience
Brand experience agency Wasserman started its work around this year’s NFL International Series games at London’s Wembley Stadium this weekend, producing the first of five separate experiences around the American export.
The first of two fixtures in the UK this year saw the Minnesota Vikings claim their first win of the season at the expense of the Pittsburgh Steelers on Sunday night – who remain winless with a 0-4 record.
The sport will also return next month when Super Bowl XLVII finalists San Francisco 49ers face the Jacksonville Jaguars on the 27th October.
Wasserman devised five experiences around the two games to capture the excitement of the NFL returning to the UK for its sixth consecutive year, beginning with NFL On Regent Street on Saturday and NFL Game Day Fan Plaza on Sunday.
They will now be charged with keeping the enthusiasm for the sport ticking over until the next game with the NFL Touchdown Tour, which also began this weekend and will run through to 27th October.
The tour will visit: Regent Street (Saturday, September 28th), Tailgate at Wembley (Sunday, September 29th), University of Kent (Tuesday, October 1st), Fulham FC (Saturday, October 5th), Portsmouth University (Tuesday, October 8th), Westfield London (October 11th, 12th & 13th) Birmingham – Victoria Square – (Tuesday, October 15th), Sky Studios (Wednesday, October 16th) Xscape Centre, Milton Keynes (Friday to Sunday, October 18th, 19th & 20th) Trafalgar Square (Saturday, October 26th), and Tailgate Party at Wembley (Sunday, October 27th).
Wasserman will also produce the NFL Fan Rally on 26th October and NFL Tailgate on 27th October.
In the build up to the San Francisco 49ers and Jacksonville Jaguars game, Wasserman will again be managing the free NFL Fan Rally in Trafalgar Square on October 27th.
Sky Sports’ presenter Neil Reynolds will host the Fan Rally that will feature live performances from the Jacksonville Jaguars and the San Francisco 49ers Cheerleaders, mascots, Drum line bands and live appearances from both sets of teams as well as a host of interactive fan experiences.
On game days at Wembley, Wasserman will be managing the annual Tailgate Party and new for 2013, the NFL Game Day Fan Plaza, which is the largest of its kind outside of the USA. Fans will be able to sample authentic American food and entertainment prior to both games.
Of the planned events Mark Killingley, marketing director of the NFL, said: ‘Every London game so far has been special. This year is doubly exciting as we move to two games and Wasserman have been instrumental in planning and delivery events that will enable the NFL to reach as wide an audience as possible.’
‘The games and the events are an opportunity for all of our UK and European fans to immerse themselves in the whole NFL experience. From the Fan Rally to the Tailgate party – Wasserman has captured what is a truly unique and authentic American experience, bringing to life the pre-match and game day atmosphere to NFL fans old and new.’
Paul Saville, Vice President of Wasserman Media Group’s Experience division, added: ‘We have a fantastic relationship with the NFL and it’s great to be working on the International Series for a fourth successive year. With not one but two games set to be held at Wembley it gives us a fantastic opportunity to go even bigger and give the thousands of fans living in the UK and Europe a fantastic show – whether that be in London or on the new NFL Touchdown Tour, we’ve created an experience that will continue to grow the NFL’s continued success in London.’
Wasserman has worked on the London NFL International Series match since 2010, with each annual event attracting bigger crowds than the last. The success of the NFL International Series has meant that at least one NFL International game will now be played at Wembley Stadium every season until 2016.
In July 2013 the company, formerly Ignite, was acquired by Wasserman Media Group, a global sports, entertainment marketing and management company with expertise in media rights, sponsorships, brand consulting, athlete management, digital, creative and multicultural marketing.
