SAN FRANCISCO: Following the success of San Francisco's International Series game in London, the National Football League (NFL) is partnering with Brand USA to put bums on seats in sports stadiums, but also on flights to America.
Brand USA is a public-private partnership responsible for promoting the United States as a premier travel destination.
Today they launched an international marketing partnership with the NFL to promote America, American sports and American live entertainment to inward travelers.
The NFL are Brand USA's first sports league partners in the "Brand USA live entertainment platform. The platform will provide an opportunity for the brand's destination partners to promote their live entertainment offerings and increase their international visitor numbers.
"We are delighted to be working with Brand USA and assist in their mission to encourage people from around the globe to come explore this country and experience all of the great aspects that the United States has to offer," said NFL International Commercial Director, Marc Reeves.
The new partnership will also provide foreign travel organizations with extra resources and knowledge for their customers based on USA sports and entertainment offerings.
MORE THAN JUST SPORT
Brand USA hope that the partnership will enable them to utilize iconic USA brands and world-class entertainment experiences like professional sports, concerts and theatrical productions.
"NFL is very much a part of American culture with an exciting game day experience that is unique to the United States," said Christopher Thompson, president and CEO for Brand USA.
"Brand USA wants to invite fans from abroad to experience the energy and excitement of an NFL game, starting from the pre-game tailgate to the final whistle, in any one of the leagues 32 host cities."
As part of the new partnership, Brand USA recently launched campaigns in Canada, the United Kingdom and Germany to reach international fans and inspire them to travel to the USA.
These campaigns included the staging of International Series games in London. More than 700,000 fans attended the events around the two games played at Wembley Stadium, (Minnesota Vikings vs. Pittsburgh Steelers on Sunday, September 29, and Jacksonville Jaguars vs. San Francisco 49ers on Sunday, October 27).
Also, over 500,000 fans attended the Regent Street block party on September 28.
Earlier this season Brand USA hosted the Vince Lombardi Trophy at the Canadian leg of the NFL Touchdown Tour. This gave Canadian NFL fans the opportunity to see one of the most coveted trophies in the world first hand. The tour took in major cities across Canada attracting thousands from all age groups.
Brand USA also invited various tour operators and travel providers from the Toronto area to attend the September 15 NFL game between the Buffalo Bills and the Carolina Panthers.
NATIONAL FOOTBALL LEAGUE
NFL is the most-watched sport in the United States. More than 160 million tune in every year to watch the Super Bowl.
Since 2007, the NFL has been playing sold-out regular-season games in the UK and has a commitment to play at least one game per year in London through 2016.
Highlights of San Francisco 49ers v Jacksonville Jaguars in Wembley
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