NFL appoints WPP sports marketing agency for first UK game

by Joanne Payne, Brand Republic 30-May-07, 08:40

LONDON - WPP Group sponsorship agency Prism has been appointed as the sports marketing partner for the NFL's first game at the new Wembley stadium, which will pit the Miami Dolphins against the New York Giants.

The National Football League's owners voted in October 2006 to play up to two games outside of the US every year for the next five years to broaden the appeal of the sport. London was named in January as the site of the first game, with Wembley confirmed as the venue. The game will take place on October 28.

Alistair Kirkwood, NFL UK managing director, said: "To put on a professional game of this stature requires a number of experienced partners and we are pleased to conclude an agreement with Prism. Their extensive knowledge of the sponsorship marketing industry will help us as we pull together all the assets that will make this event a truly memorable occasion."

The game will be shown live in the US on the Fox network. The teams have four Super Bowl wins between them, and in 1972 Miami became the only team in history to post an undefeated season on its way to winning Super Bowl VII. The Giants have been NFL champions six times, including victories in Super Bowls XXI and XV following the 1986 and 1990 seasons.

Brian Greenwood, UK chief executive for Prism, said: "Now that the Mayor of London has thrown his full support behind the game, sponsors will have a myriad of exciting activities to become involved and fully leverage this great opportunity.

"While ticket sales, TV coverage and professional management of the game are all important factors that will contribute to the success of this unique event, it is ultimately the NFL UK activities developed from this game with UK fans that will mark its definitive success."

In April, Prism announced its merger into sister WPP agency JWT London. In the UK, this has expanded JWT London's offering to include sponsorship consulting, sports marketing, sponsorship public relations and brand experiences.

Prism has been in the sponsorship industry since 1993 and was bought by WPP in 1999. From an international base, Prism has built a diverse client roster including Shell, Ford, Visa and Coke.

It is involved in a broad range of sponsorship activities from the Olympics, Champions League football, MotoGP, NBA, adventure sports and Formula 1.