Re-positioning the NFL in the UK
The Only in the NFL brand identity was created to be flexible across all channels with a focus on younger experiential audiences (who love the authentic experience of the NFL) and committed, knowledgeable fans.
Sponsorship strategy utilised this to stand-out in the over-saturated marketplace, positioning the NFL as a “best-in-class” unique opportunity in both the sport and entertainment space. Also used as a through-line for the season-long partner story.
Within three months:
Fans engaged to create user generated content via social – followers increased to 85,000
#OnlyInTheNFL Twitter mentions: 20,012
Total #OnlyInTheNFL interactions: 24,086
Total social impressions: 19,242,745