The NFL is one of Brand USA's first sports league partners in the "Brand USA Live Entertainment" platform. This platform will provide an opportunity for Brand USA's destination partners to leverage their live entertainment offerings in an effort to increase international visitation to destinations across the United States.
Furthermore, it will provide travel organizations from around the world resources and knowledge to expand their USA product offerings by utilizing iconic USA brands and entertainment experiences by featuring world-class entertainment experiences such as professional sports, concerts and theatrical productions.
"NFL football is very much a part of American culture with an exciting game day experience that is unique to the United States," said Christopher Thompson, president and CEO for Brand USA. "Brand USA wants to invite fans from abroad to experience the energy and excitement of an NFL game, starting from the pre-game tailgate to the final whistle, in any one of the leagues 32 host cities."
As part of the NFL partnership, Brand USA has launched campaigns in Canada, the United Kingdom and Germany to reach international fans and inspire travel to the USA. One of the primary focuses of this campaign has been a strong engaging brand presence on the ground at international NFL events, the biggest of which being the NFL International Series games in London. Brand USA's event efforts have focused not only on providing attendees a fun and engaging on-site experience, but also amplifying its travel message digitally through social media to reach beyond the onsite activity.
More than 700,000 fans attended the events around the two London games (Minnesota Vikings vs. Pittsburgh Steelers on Sunday, September 29, and Jacksonville Jaguars vs. San Francisco 49ers on Sunday, October 27); with over 500,000 fans attending the Regent Street Block Party on September 28. Both International Series games were played in front of sold out crowds at London's Wembley Stadium.
NFL International Commercial Director Marc Reeves added: "We are delighted to be working with Brand USA and assist in their mission to encourage people from around the globe to come explore this country and experience all of the great aspects that the United States has to offer. There is no substitute for a live NFL game experience and we welcome fans from everywhere to join us."