Brand USA, a public-private partnership created to promote tourism to the United States, is teaming up with the National Football League to further its efforts.
The NFL is one of Brand USA's first sports league partners in the Brand USA Live Entertainment campaign, which leverages international live events to increase interest in travel to the U.S.
As part of the campaign, Brand USA also provides travel organizations from around the world resources to expand their U.S. product offerings by using iconic American brands and entertainment experiences such as professional sports, concerts and theatrical productions.
"NFL football is very much a part of American culture with an exciting game day experience that is unique to the United States," says Christopher Thompson, president and chief executive officer, 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."
Under the NFL partnership, Brand USA has launched campaigns in Canada, the U.K. and Germany centered on international NFL events, the biggest of which was the NFL International Series games in London this September and October.
More than 700,000 fans attended the events surrounding the two London games (Minnesota Vikings vs. Pittsburgh Steelers on Sept. 29, and Jacksonville Jaguars vs. San Francisco 49ers on Oct. 27). Both International Series games were played in front of sold out crowds at London's Wembley Stadium.
Earlier this season Brand USA also showcased the Vince Lombardi trophy on the NFL Touchdown Tour, which was held in major cities across Canada.
"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,” says Marc Reeves, international commercial director, NFL. “There is no substitute for a live NFL game experience, and we welcome fans from everywhere to join us."