NFL ON PICCADILLY MEMBER BRIEFING - THURSDAY 19 JULY 2018 - Heart of London Business Alliance

NFL ON PICCADILLY
 MEMBER BRIEFING

 THURSDAY 19 JULY 2018

NFL KICKOFF ON PICCADILLY
LONDON 2018

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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

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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

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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

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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

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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.

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SITE PLAN

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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

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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.

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NFL MARKETING AND PROMOTION
• All retail offers will be
  featured in our Event
  Brochures and onsite
  signage

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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)

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THANK YOU

FUTURE QUESTIONS:
MARKETING@HEARTOFLONDONBID.CO.UK
OPERATIONS@HEARTOFLONDONBID.CO.UK