McCanns takes on bid to establish US gridiron sport in UK

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.

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

and Rowleys.



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.



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