Watch: How NFL is engaging UK audiences ahead of the Super Bowl

Campaign spoke to Sarah Swanson, marketing director of NFL UK, about the engagement activity during the lead up to the event as well as their forthcoming stadium partnership with Tottenham Hotspur.

The Super Bowl, which takes place this Sunday 5 February in Texas, has become a major US advertising event because of the high viewership and wide demographics that tunes in to watch the American Football event on television.

Swanson said "I think the Super Bowl for us is the culmination of a season of activity both for our fans, for us as a brand and for our players and for our teams too which is what makes it so exciting. 

"The Spurs partnership allows us to, from a facilities stand point, simplify everything. From a brand stand point, it's also a great way for us to have different, more permanent activations and engagements for brands."

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