London Games

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

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NFL's home away from home

After nine years helping the NFL bring the grandeur of American Football to the UK, the 2019 London Games presented a whole new challenge as the series expanded to four games across two stadiums in London. 2019 marked an exciting point in the history of the NFL in the UK, with the first two matches debuting the state-of-the-art Tottenham Hotspur Stadium, the first purpose-built NFL stadium constructed outside of the United States.

We needed to communicate a consistent and authentic NFL story across both Tottenham and Wembley Stadium, cementing the NFL's presence in the UK, distinguish the character of each team, and hero the all-important 'home team' - all while celebrating the NFL's 100th season.

2.26 million
attendees since 2007
sellout games
increase in American Football
participation in the UK
of messaging (roughly 1.5 NYC blocks)
Building the American Football legend

The NFL is different from anything that exists in the UK sports scene - from extraordinary access to teams and players to unrivalled fan events and an entertainment spectacle that is found only in the NFL. As fans arrived at each stadium, we surrounded them with visuals combining dynamic player imagery and disrupted bold typography inspired by the teams' brand and essence. The monumental graphics around the stadiums echoed the NFL's ever-growing presence in the UK, attracting new fans while building excitement and anticipation among those who already love the game.

NFL London Games stadium
NFL London Games

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

NFL London Games
NFL London Games

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

NFL London Games
NFL London Games
NFL London Games
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