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45 of the 50 most-watched
TV shows last year were
NFL games – and all of the
Top 20
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The 2014 regular season
reached 202M fans – 80%
of all US homes.
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NFL is the most viewed
sport on TV. 37% of time
spent viewing sports is NFL
games.
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NFL 2014 averaged 18M
viewers per game telecast.
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25% of the US population
lists NFL as their favorite
sport – more than MLB,
NBA, NHL and NASCAR
combined.
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The NFL Brand Drives Excitement While Staying Authentic to its History
BAV Consulting: USA Q4 2014, Top 40 NFL Descriptors
• What do fans think of the NFL? The NFL tallies similar brand perceptions as companies
like Porsche, Pepsi, Nike, Harley Davidson, and the Marines.
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The NFL Brand in the UK
THE NFL BRAND
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3.1 MILLION
AVID FANS
14.2 MILLION FANS
2014 broadcast reached 14.7M through Ch4 and Sky Sports culminating with 3.6M UK viewers of Super
Bowl
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NFL IN-SEASON
GAMES
Over 1m ticket buyers through the gates at
Wembley
20 teams played in 14 games since 2007
Game Day Fan Plaza (tailgate-style event)
open 4 hours pre-game featuring NFL Legend
appearances, fan activations, merchandise
and performances
Game presentation has included military
flyovers and salutes to servicemen and
women, pop and rock star performances,
pyrotechnics, jumbotron fan activities and
more
NFL ON
REGENT ST.
Over 500k attendees
NFL flags lined the street for 6 weeks
Ohio State Marching Band opened the 6
hours event
Main stage appearances by Bills and Jaguars
teams, Legends and musical acts
Jumbotron commercials along the street
Shops along Regent Street also got involved
offering discounts, face painting etc.
NFL
FAN RALLY
40k attendance on Trafalgar Square
Fully programmed 5 hour stage show
Jumbotron commercials played during event
Team appearances by all 6 ISG teams and
NFL legends
Partner activations including Draft Kings,
Budweiser, etc.
DIGITAL &
TELEVISION
BBC: 3 International Series Games, Super
Bowl and a weekly highlights show starting in
Week 9 “Race to Super Bowl 50”
BBC Sport.com: Nearly a third of visitors to
NFL website content access it through the
BBC
-Contributes 30% to UVs to NFL content
-Nearly 600k visited NFL on BBC.com
during kickoff week
Sky Sports: Over 100 regular season game
broadcasts; 3 ISGs; Sunday 1pm and 4pm
EST; Sunday, Monday and Thursday Night
Football; and Super Bowl
DIGITAL &
TELEVISION
Sky Sports.com: Sky is an important source
of video content for fans (with 3x as many
video begins than on NFLUK.com)
- Fans are used to consume video through
their TV providers
Localized content on NFLUK.com, @NFLUK
and NFLUK on Instagram. Geo-targeted
Facebook posts.
- Content includes “Rookie’s Guide,”
under-the-helmet pieces, team and player
intro pieces, cross-sport content, lifestyle
and influencer elements
PARTNER
MARKETING
Budweiser / Pepsi / Gatorade on-pack
supermarket promotion
Papa John’s on-air and online promotion “50 for
50” – tied to game broadcast. Any Sunday game
with a combined score of 50 points triggers a 50%
pizza discount. Promotes Papa Rewards.
Marriott online / social 50 to 50 promotion,
bringing 50 friends to Super Bowl. Promotes
Marriott Rewards.
Five Guys promotion pairing each of 32 stores
with an NFL team – in-store and online campaign
with employee incentives and consumer sweeps
NFL IN THE
COMMUNITY
NFL Play 60 / NFL Character & Football Camp
Utilize the values and characteristics of the NFL as
a platform to positively impact the community
Football skills camp for men 16-24 offers on-field
coaching and off-filed training on respect, integrity
and diversity.
NFL’s youth program: commitment to 60 minutes of
activity each day.
- 2015 pilot year selected 6 schools, 1700+ kids
blending in-class sessions and physical activity
Walking With the Wounded
NFL sponsors Walk of Britain, a 10-week, 1,000
mile walk to raise money to support wounded
soldiers moving back into work. Veterans honored
at NFL London pre-game.
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SO WHAT’S
NEXT?
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