NFL ON PICCADILLY MEMBER BRIEFING - THURSDAY 19 JULY 2018 - Heart of London Business Alliance
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INTRODUCTION TO NFL UK • NFL has been playing regular-season games in the UK since 2007 and by the end of 2018 will have staged 24 matches • NFL has more than 13 million viewers in the UK and an annual unique TV audience of 24 million • NFL fan base has a younger average age (26) than traditional sports such as Premier League (approx. 36) • NFL teams mostly volunteer to give up a home game to play in the UK (one of only 8 home games per season) • Games have been sell-outs, averaging more than 80,000 • Fans travel from all over the UK to attend games and a feature of the games is seeing jerseys of all 32 teams in the crowd • NFL has a great reputation of staging engaging fan events in London at locations such as Trafalgar Square and Regent Street 3
NFL CELEBRATES KICKOFF SEASON EXPERIENCE The NFL’s aim is to position themselves as current and present outside of the UK Game window, building a seasonal calendar. NFL Kickoff on Piccadilly is being held on 8th September when the NFL season kicks off in the USA. There are three UK games this year: 14th October Seattle Seahawks Vs Oakland Raiders Tottenham Stadium 21st October Tennessee Titans Vs Los Angeles Chargers Wembley Stadium 28th October Philadelphia Eagles Vs Jacksonville Jaguars Wembley Stadium 4
NFL CELEBRATES KICKOFF SEASON EXPERIENCE The NFL Kickoff On Piccadilly concept has been created specifically for Piccadilly. The NFL will host a complete season experience on Piccadilly in one day, giving everyone a chance to experience NFL close up. The Super Bowl LI will be screened and the day will be filled up with pre-game build up, entertainment acts, family tailgate, fun activities and a headline music performance. Here is a video to give an idea of the NFL events: https://vimeo.com/241135851 5
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NFL KICKOFF ON PICCADILLY KEY INFORMATION Event Date: 8th September 2018 Event & Operations Team: Wasserman Experience Key Timings: 02:00 Swallow, Vine & Sackville Streets closed 04:00 Piccadilly closed / build to start Closed from St James’s Street to Piccadilly Circus 12:00 Event open 18:00 Event closed 23:59 Roads open 7
NFL KICKOFF ON PICCADILLY KEY INFORMATION Sponsors: Estimated 8 along the street including sampling Food offering: Location TBC NFL VIP: Being held at Le Meridien Hotel NFL UK Live Events: Being held at BAFTA Merchandise: Centrally located on Sackville Street Other events same weekend: Tour of Britain – Sunday 9th September The start and finish of the race will take place on Regent Street, St James’s. The circular route follows: Regent Street > Piccadilly Circus > Haymarket > Strand > Whitehall > Cockspur St > Regent St St James. Road closures will be implemented on Regent St St James’s from 03.00 – 22.00. The rest of the route closures will be implemented from 08.00 – 19.00. 8
SITE PLAN 9
12.00 Tailgate - • Fans can enjoy food and beverages and activities while the 13.00 host builds the atmosphere to kick off Kick Off 13.00 • Super Bowl game kicks off on the big screens - • During breaks in play, Neil Reynolds and Osi talks fans through 14.30 key moments EXAMPLE • Sponsor content and adverts STAGE CONTENT 14.30 - 15.30 Half Time Show • Cheerleader performances • Fun elements including helmet shuffle and kiss 15.30 - Second Half Screening 17.00 Celebration of NFL in the UK 17.00 • Kickoff Concert on the main stage - • Promote the upcoming NFL London Games and events 18.00 • An exclusive look behind the scenes at the new home of NFL in the UK - Spurs’ new stadium
BUSINESS OPPORTUNITIES 11
NFL MARKETING AND PROMOTION Fan Mobile Pass is an initiative created by the NFL to reward it’s fans and streamline the data capture process. Retailers are encouraged to require Fan Mobile Pass to receive an exclusive in store offer. 12
NFL MARKETING AND PROMOTION • All retail offers will be featured in our Event Brochures and onsite signage 13
INSTORE ELEMENTS • NFL branded window vinyl’s • NFL branded balloons for window displays / in store giveaways • NFL sound bites and audio (crowd noise, NFL music, player commentary) 14
THANK YOU
FUTURE QUESTIONS: MARKETING@HEARTOFLONDONBID.CO.UK OPERATIONS@HEARTOFLONDONBID.CO.UK
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