4
OUR THOUGHTS ON
The draw of the NFL International Series for brands
It’s that time of year again when the NFL Series
crosses over the pond to take over London; here at
Leo Burnett we’re gearing up for all the
touchdowns and dabs! With four games this year
(an all-time high), London has been chosen as the
NFL’s gateway to the international market. NFL in
the UK continues to see accelerated growth
throughout the UK, with an 80% increase in NFL
viewership over one calendar year.
Last year an estimated 170 millon people around
the world tuned into the SuperBowl. The
commercials have become the most intriguing part
of the SuperBowl for some, as a result brands are
now in fierce competition to secure advertising
space. To put this into perspective the AMA
revealed a 30 second ad in the very first
SuperBowl in 1967 cost $42,000, today the same
30 second spot will cost you in excess of $5
Million. With this in mind, the NFL Series has the
potential to become one of the UK’s most
lucrative sponsorship opportunities.
Following the rise in popularity of the NFL in the
UK, we have used our Sponsorship IP
SponsorDNA to explore awareness, fan attitudes
and perceived sponsorship fit for the NFL
International Series. SponsorDNA allows us to
match sports events with suitable brands and
analyse the perception of existing sponsorships.
Our research analyses the UK’s perceptions on the
NFL International Series, with fans noting
quality, uniqueness and family friendly as the top
three attributes of the event. Perhaps as a result
of the NFL’s ongoing investment in their
international growth strategy, particularly in
Europe, 78% of fans from our research marked the
NFL as a high quality event. This research
reinforces the potential for brand's to enhance and
develop their brand image through partnering
with the International Series.
Emirates claimed the top spot in terms of
perceived fit for the International Series, the
luxury airline surprisingly pipped the NFL’s
official Airline Partner Virgin Atlantic to the
post. As Emirates already sponsor Arsenal, Real
Madrid, PSG and the ATP World Tour, the
airline already has a strong affiliation with
sponsorship in the UK market. With the
International Series continued growth in
popularity we predict there will be fierce
rivalry between brands to win the airline
sponsorship rights in the future.
Dairy company Arla Protein had the second
highest perceived fit. Our research showed the
protein yogurt had similar characteristics to the
International Series as both are growing in
popularity. Due to the explosive and physical
nature of the sport, it may be of value for Arla
Protein to look into becoming a supplier to the
NFL, contributing to the player’s maintenance
of muscle mass and health.
The NFL International Series is now into its
1 0 th y e a r . It ’ s a b i l i t y t o s e l l o u t f o u r ga me s i n
some of the UK’s largest stadiums is a
statement of how far the sport has come. With
well attended fan rally's in Trafalgar Square
and Regents Street and widespread media
exposure, the sport offers a great platform for
the world’s most exclusive brands to gain
coverage. Not only this, NFL are also on track
to realising it’s 15 -year plan of fielding a NFL
UK team, which would bring even more exciting
opportunities for brands looking to associate
themselves with the sport.