Ignite prepares for third NFL celebration
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Brand experience agency Ignite will develop and produce the pre-match activities around the NFL International Series game at London’s Wembley Stadium for the third consecutive year.
The 2012 clash between St Louis Rams and the New England Patriots takes place on Sunday 28th October. Ignite will be managing the annual Tailgate Party (the largest outside the USA) in the build-up to the game, featuring authentic American food and entertainment, capturing the essence of the NFL pre-match atmosphere.
Ignite will also produce the free NFL Fan Rally in Trafalgar Square on 27th October. This year’s event will be bigger than ever, featuring live performances from Wretch 32 and Soul Symphony, cheerleader performances from both teams and the chance to meet NFL stars past and present. The Fan Rally will be hosted by Sky Sports’ Neil Reynolds and former NFL player and ESPN talent, Ross Tucker.
Fans attending the Fan Rally can practice their NFL skills with interactive games including the quarterback and field goal challenges.
Ignite has worked on the London NFL International Series match since 2010, with each annual event attracting bigger crowds than the last. This year, it is expected that more than 40,000 people will attend the Fan Rally, with the match at Wembley itself already sold out.
The success of the NFL International Series has also seen the announcement of two further games at Wembley in 2013, the Minnesota Vikings and Pittsburgh Steelers are set to meet in London on 29 September 2013, before Jacksonville Jaguars face San Francisco 49ers on 27 October 2013.
Mark Killingley, marketing director of the NFL, said: “Having entertaining and engaging pre-match activity is vital to the ongoing success and popularity of the NFL International Series. The London game is always hugely popular, and fans come not only to see top class American football but also to experience what it’s like to be in amongst the action of an authentic NFL game.
“Ignite has been fantastic in creating this authentic atmosphere, putting on an experience that draws in more fans year after year, which is why we’re working with them again in 2012.”
Paul Saville, managing director at Ignite said: “The NFL is a longstanding client of Ignite’s and it’s great to be working on the International Series game for the third time. It’s always a really enjoyable weekend, bringing a taste of the States to London; from the food to the entertainment and of course, the sport. There are thousands of American football fans living in the UK and Europe, for whom the NFL International Series is an annual highlight, so we always make sure to put on a good show.”
