Bringing USAs most popular sport to the UKs growing fan-base

In 2007, the first International Series Game between the Miami Dolphins and New York Giants was played at Wembley. Following this success, one game has been played each year until 2013 when this was increased to two games and then three games from 2014. Due to the popularity and success of the NFL in the UK, London will now stage four games at Wembley and Twickenham to sell-out crowds. In addition, free to attend events also take place in the capital and these have included NFL on Regents Street and the Tail Gate at Wembley.
From 2018-2027 at least two games will be played in Tottenham Hotspurs’ new Stadium in Northumberland Park.

What we did

Business case development
Working with the National Football League (NFL) we helped bring its first international competitive game to London (2007). This included providing Mayoral endorsement, use of the Mayor's venues and marketing support.

Marketing campaigns
We targeted media and leisure campaign activity in New York and Miami including media promotion in NY with black taxis and a "London-hosted" game screening in Miami. London & Partner’s also hosted the Jacksonville Jaguars home team picks during the live televised NFL Draft since 2015.

City co-ordination
We helped with team logistics in London for example the team training sites and accommodation. We also hosted a "Welcome to London Dinner" with the Mayor, NFL execs, team owners and high-profile guests attending a "Global Sport Leaders Summit" co-hosted by NFL and Economist. The dinner has become a regular feature called the Global Sports Leaders Dinner.

Event marketing strategy and city animation
We have supported the NFL with ticket marketing and additional fan experience on Regent Street.

We provided support on a detailed Economic Impact study and explored the feasibility of more permanent training and accommodation facilities in London (in conjunction with GLA). 

Key results


Direct Economic Benefit


Attendees to NFL on Regent Street


Yahoo live streams of Jacksonville Jaguars v Buffalo Bills, Wembley