FMBX News

Ignite set for multiple NFL activations

Brand experience agency Ignite will develop and produce four experiential activities around the NFL Pepsi International Series game between the Tampa Bay Buccaneers and the Chicago Bears at London’s Wembley Stadium on 23 October.

On 22 October, the NFL will stage its second fan rally, building on the success of the inaugural event in 2010, when more than 38,000 people turned up for the five-hour extravaganza. This year’s rally will feature performances by the Tampa Bay

Buccaneers’ cheerleaders, appearances by current Buccaneers and Bears players, NFL legends, as well as some high-profile music and dance acts, topped off with merchandise and interactive games around the square.

In the hours before the big kick-off at Wembley on Sunday, and together with the NFL and the support of their sponsors, Ignite will bring the excitement of an NFL Tailgate Party tailgate party to life.

The Tailgate is open to game ticket-holders only, who will be greeted by a giant Tampa Bay Buccaneers pirate ship inside the Tailgate and a large info-tainment screen at the gate. Ignite will erect a mini-stadium within the Tailgate, centred around a scaled-down American football field, where Tampa Bay cheerleaders will perform alongside the Chicago Bears Drumline.

DJs and other acts will perform on-stage inside the mini-stadium throughout the day, including:

•             NFL legend appearances, Q&As and clinics

•             Skills challenges

•             Talent appearances

•             On-pitch competitions with prizes up for grabs courtesy of Tailgate sponsors

•             A screen on the central stage that will show live action from the event and past highlights

There will be two interactive NFL and Team areas. The first will be dedicated to the NFL  including a history International Series game, all 45 Super Bowl rings, NFL auction items for fans to bid on, and details of some of the greatest NFL players of all time.

The second area will feature significant Bears and Buccaneers memorabilia and classic images of previous successes.

The Fan Rally and Tailgate will follow a special screening of NFL-themed classic Jerry Maguire in Trafalgar Square on Friday evening. The evening, which will include appearances by NFL guests and will be opened by the Oscar winning actor Cuba Gooding Jr, begins at 6pm.  Ignite will also produce a warm-up party – The NFL Brit Bash – for NFL’s VIPs at a key London venue on the eve of the game, featuring drinks, canapés and entertainment performances by top line artists in the main hall and an English pub theme in the upstairs function rooms.

Fred Porro, managing director of Ignite, says: “We’re really proud to be playing such an important part in showcasing American football in London, where NFL fans in the UK can embrace an entire weekend of events around the most attended domestic sports league in the world.”

“The International Series games have been so well received in recent years that the NFL has allowed us to expand the activity this year that will include three big events throughout the entire weekend. We hope by staging these extraordinary events that we can continue helping to grow the NFL’s existing fan base in the UK.”

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