How can UK Sports Brands Leverage The Super Bowl


The Super Bowl stands as one of the most watched sporting events worldwide, drawing massive audiences not only in the United States but globally. The halftime shows are spectacles in their own right, often rivalling the excitement of the game itself. The lead-up to the Super Bowl is marked by extensive promotion, with Super Bowl adverts renowned for their creativity, attracting celebrities from various fields.

The popularity of the event in the United Kingdom is no surprise, given the NFL's consistent presence with the NFL International series in London since 2007. Countries like the United Kingdom, Germany, and Spain have boasted large followings for years. The NFL's investment in hosting London games at iconic venues like Wembley Stadium and the Tottenham Hotspur Stadium underscores the widespread appetite for American football.


Having been involved in the inaugural London Games at the Tottenham Hotspur Stadium, NFL representatives shared their ambitious vision for the partnership. From that point onward, efforts were focused on transforming the stadium into an authentic NFL experience, ensuring that fans felt immersed in the game upon arrival.


A Missed Opportunity

There will be many NFL fans across the UK who will be watching at home or attending events and staying up till the early hours of the morning to enjoy the occasion. A quick google search will locate various Cinemas, BoxParks, Sports Bars & Pubs hosting viewing events and parties.

For instance, most football fixtures this Sunday will conclude well ahead of the Super Bowl coverage, which kicks off at 10 PM (UK time), with the big game starting at 11:30 PM. There seems to be a missed opportunity for sports brands, stadiums, and arenas not to capitalize on the growing NFL fanbase and harness it to organize events that coincide with one of the most globally watched sporting events.

There will be a lot of empty stadium hospitality sections which could be used to host watch parties or Super Bowl themed events. Its not a wild concept in fact, it has been successfully executed before, as evidenced by Tottenham Hotspur's hosting of 200 fans for such an event back in 2019.

Tottenham Hotspur Super Bowl 2019 Screening Event

A small group of Tottenham supporters were offered the opportunity to spend Sunday night at their new stadium as part of a Super Bowl event. Spurs utilized their NFL Tunnel Club in the East Stand and hospitality sections.

Could The Super Bowl come to the UK?

Let's paint a scenario: Imagine the UK hosts the annual “The Super Bowl Takeover.” Stadiums across the UK are hosting their own Super Bowl watch parties and events. A collaborative branding campaign goes out, inviting football, rugby, and NFL fans to their nearby stadiums to experience the excitement. Perhaps some stadiums even host their own halftime shows, though that might be a bit ambitious.

I don’t think it's impossible. There may be some logistical issues, but with an annual and dedicated NFL London Games at Wembley Stadium and Tottenham Hotspur Stadium, an event like this for the Super Bowl would certainly pique interest, bringing the UK even closer to the possibility of hosting an actual Super Bowl event.

SEO Extract from talkSport.

Article written by: Tobi Laniyan
Sources: talkSport, NFL, Tottenham Hotspur
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