This autumn, the NFL once again brought the unrivalled entertainment that is American football to international audiences, welcoming more than 350,000 fans.
For the 11th year, we worked with the NFL to bring a whole new level of excitement to the International Games. We surrounded fans with unique design elements and bold typography inspired by the teams’ brand and essence, while heroing the all-important ‘home team’. The inspiration behind the campaign was to use locally relevant design elements such as cultural artifacts and architecture for each location, tying them together to communicate a consistent and authentic NFL story across stadiums.
In four stadiums across three cities – London, UK; Munich, Germany; and Mexico City, Mexico – fans revelled in the authentic American football experience. Visuals combining dynamic player imagery offered fans the opportunity to snap selfies next to their favourite players.
The second London game, which saw the New York Giants’ win 27-22 over the Green Bay Packers, set a new international series viewership record of 5.5 million – a 55% year-over-year viewership increase.
Only five weeks later, a new record-breaking 5.8 million viewers tuned in to the Seattle Seahawks vs. Tampa Bay Buccaneers game at Allianz Arena in Munich, making it the most watched international game ever. The Buccaneers’ star quarterback Tom Brady called it “one of the great football experiences I’ve ever had”.
For the final international game of the 2022 season, nearly 80,000 fans at Estadio Azteca in Mexico City watched as the San Francisco 49ers fired on all cylinders to take home the victory against the Arizona Cardinals 38-10.
With five nearly sold out games, it’s safe to say the NFL has successfully cemented their presence internationally. In 2023, fans will also be able to add Frankfurt Stadium in Germany to their list of international games.
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