NFL

International Series

Imagination has worked with the National Football League since 2010 to recreate the feeling of an American Football stadium in London.

NFL International Series
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Far more than just a game

After six years helping the NFL bring the grandeur of American Football to the UK, the 2016 International Series presented a whole new challenge as the series expanded to three games across two stadiums in London.

We needed to communicate a consistent and engaging NFL story across both stadiums, distinguish the character of each team, and hero the all-important ‘home team’. To do this, we were inspired by the fact that the NFL is ‘More Than A Game’. It is a moment of intense connection between players, teams and fans.

242,373
people attended the 2016 games in London
3
all three games were a sell out
15%
increase in American Football participation in the UK
16
touchdowns across the Series
Building the football legend

Our campaign celebrated the camaraderie and pure raw thrill of coming together to watch the live game. As fans arrived at each stadium, we surrounded them with visuals combining bold player imagery, legendary stadium backdrops, powerful headlines and long-form storytelling.

They told a consistent and engaging NFL story, saluted each game’s home team and brought their opponents to dynamic, powerful life. That helped share the NFL brand in the UK with new fans while building excitement and anticipation among those who already love the game.

NFL 2017 London Games stadium

//“The London series remains a growing, successful enterprise that isn't going away” - ESPN

//“What started out as a curiosity has become a fixed point on the UK’s sporting landscape” - The Guardian

NFL 2017 London Games
NFL 2017 London Games