Pass The Ball: NFL Aligns With Brand USA For International Marketing Activation
Friday, September 29, 2023 at 03:44PM By Barry Janoff
September 29, 2023: On the eve of its first International Series Game for 2023, the NFL has signed a partnership with Brand USA, the official destination marketing organization for the United States.
Under the agreement, Brand USA becomes the lead partner of the NFL in the U.K. and Ireland, the presenting partner of the NFL London Games and an official partner of the NFL in Germany.
“American culture defines football, and with multiple games being played in London this season and in the years ahead, we're looking forward to working together to bring fans and new audiences exciting experiences,” Henry Hodgson, NFL U.K. GM, said via the league.
The alliance comes as the NFL begins its 2023 season International Series, with games in the U.K. Oct. 1, Oct. 8 and Oct. 15; and games in Germany Nov. 5 and Nov. 12.
The NFL this season also expanded its Global Markets Program for Year Two, with 21 clubs participating in the program in 2023 across 14 international markets, up from 19 clubs across ten markets in 2022.
The program grants NFL clubs access to international markets for marketing, fan engagement and commercialization activations as part of an important, long-term strategic effort to enable clubs to build their brands globally while driving NFL fan growth beyond the U.S.
The NFL said that “with NFL fandom in the U.K. and Ireland (14.3 million casual fans) as well as in Germany (18 million casual fans) continuing to grow, the two organizations will look to collectively reach audiences across the sport, entertainment and tourism sectors in these core strategic markets for the league and Brand USA."
“This is an exciting partnership that brings together two iconic brands — the NFL which represents America's favorite sport and Brand USA which showcases the wealth and breadth of U.S. travel experiences to a global audience," Staci Mellman, svp-integrated marketing, Brand USA, said via the organization.
“Sports tourism is a fast-growing travel trend with visitors wanting to both enjoy football games and immerse themselves in our unique sporting culture from cheerleading to tailgating. We look forward to telling international travelers the story of U.S. sports with the NFL."
Brand USA was formed as the Corporation for Travel Promotion in 2010 as the “nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers.”
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