GLObal market expansion

NFL

CHALLENGE

In 2013, there were more potential American football fans in China than anywhere else in the world, and the NFL (National Football League) was on a mission to tap into this opportunity.

THE IDEA

NFL created a multi-phased strategy to invest it the grassroots sport, as well as their league.

MY ROLE

As Account Director of the lead media and events agency, I was responsible for:

• Leading the sponsorship and media placement strategy, securing partners, disseminating press releases, overseeing media placements and providing circulation reports to clients.

• Producing NFL watch parties in high traffic areas, to truly bring the brand experience and culture to life for new potential fans.

• Securing media placements for weekly NFL Home Field events, a home base for fans to compete in a friendly atmosphere (175 mil circulation in 2014).

• Organising VIP experiences with high-profile visiting NFL legends: Joe Montana (2013), Jerry Rice (2014), Ike Taylor, Troy Polamalu and Ryan Clark (2015).

• Pursuing highly visible sponsorship opportunities that placed the brand at the heart of the American expat community.