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Transforming Tottenham Stadium for NFL International Games 2023

18 October 2023

The highly anticipated NFL International Games returned to Tottenham and Wembley Stadiums in London this October.

Through our ongoing partnership with the NFL, we refreshed the highly praised bespoke look and feel that was established in 2022 with this year's team colours and branding. A complex design system created specifically to build a visual identity for these games - and was used to surround fans throughout the stadium while creating social moments throughout the games.

We created over 200 stadium placements taking centre stage for the two London games, held on October 8th and October 15th, reaching global audiences through game streaming services and social media platforms.

“Bringing our great game to an international audience is a challenge we at the NFL do not take lightly. It’s of the utmost importance that we have a partner whom we trust with these opportunities. The Imagination team worked tirelessly to help bring our vision to life once again. Their attention to detail and creative vision is something that endeared them to our NFL team and made them a vital part of the success of this year’s NFL London Games.” Justin Wright, Art Director, NFL.

The key highlights included:

  • Over 40 Retouched Photos: Harnessing our creative expertise, we created over 40 images, not only adding to the atmosphere inside the stadium but creating social moments for the brand.

  • Over 200 Pieces of Stadium Decor: These designs transformed the Tottenham Stadium into an NFL wonderland for the duration of the two weeks.

  • Over 120,000 fans: Attendance across both games, the NFL International Games at Tottenham Stadium were a roaring success and a testament to the growing global popularity of American football.

  • 5.13 million viewers: On October 8th, the first game in this NFL showcase attracted a staggering online viewing. The remarkable 6% increase in the 18-49 demographic compared to the previous year underscores the NFL's continued ability to captivate audiences around the world.