American Football is to get a boost in the UK with a new public
relations campaign through sports marketing agency Collard
The agency has been hired by the sport’s international marketing body,
London-based NFL International, to work on two projects in a bid to
generate more interest among UK sports fans.
John Collard, managing director of Collard Grosvenor, described it as a
major initiative by the NFL to ’recover lost ground’.
He said: ’Although there has been improvement in media attention
particularly on TV, there has not been as much of a groundswell of
public support for the game as they would have liked.’
Collard compared the game’s popularity in Germany, where there are some
600 amateur teams, with the 80 teams currently playing American Football
in the UK.
Collard Grosvenor has been briefed to work on two specific projects
including the American Bowl in Dublin, between the Pittsburgh Steelers
and the Chicago Bears in July. The agency will also be working on a tour
in the summer of the NFL Experience, a ’travelling interactive theme
park’ which enables people to experience the game.
NFL International was set up by the US National Football League’s 30
teams, last October to promote the game worldwide. It also uses Sport
Intermedia for business-to-business PR.