McCann-Erickson is set to spearhead American football’s latest bid
to establish itself with British sports fans, who have, so far, lacked
enthusiasm for the game.
NFL International, the European arm of the gridiron game’s governing
body, is putting pounds 1.2 million behind the initiative, believed to
be the biggest by a sports league for a single campaign in the UK.
The appointment renews McCanns’ association with Darren Venn, the NFL
International commercial director and former FA marketing manager, who
was involved in the successful marketing of Euro 96.
It follows a four-way pitch involving the Dolphin agency, which will be
used for one-off targeted regional campaigns, Media Campaign Services
Media buying will be handled by Universal McCann.
Venn said: ’We were impressed with McCanns’ attention to detail,
understanding of the game and market potential in this country.’
Ben Langdon, the managing director of McCanns, said: ’This win continues
our good new-business record for the year and reflects our growing
creative credentials in the UK market.’
NFL executives have been disappointed by the lack of UK support for the
game. In Germany, about 600 amateur teams play the game, compared with
80 in Britain.