The National Football League Announces Partnership With Brand USA
London (September 29, 2023) – The National Football League (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 UK and Ireland, the Presenting Partner of the NFL London Games and an Official Partner of the NFL in Germany.
With NFL fandom in the UK 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.
“We are delighted to team up with Brand USA as our Lead Partner for NFL UK and Ireland, and Presenting Partner for the NFL London Games,” said Henry Hodgson, NFL UK General Manager. “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.”
“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,” said Staci Mellman, Senior Vice President of Integrated Marketing, Brand USA. “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.”
For more information, follow NFL UK on Twitter and Instagram.
About the National Football League
The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the country.
###
About Brand USA
Brand USA is the nation’s destination marketing organization, dedicated to attracting legitimate international inbound travel to strengthen the U.S. economy, increase exports, create quality jobs, and promote community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a top global destination while providing current visa and entry information.
Since 2012 Brand USA, in collaboration with travel industry partners, has been responsible for attracting an additional 10.3 million visitors who spent nearly $35 billion in the United States, generating $76 billion in economic output, and sustaining nearly 40,000 jobs per year. Without any cost to taxpayers, these efforts have generated $10 billion in tax receipts and returned $20 to the U.S. economy for every dollar spent.