Brand USA partners up with NFL

Brand USA, the public-private partnership responsible for promoting the United States as a travel destination, has announced an international marketing partnership with American football league the NFL.

Terms of the deal were undisclosed, but the NFL has joined the Brand USA Live Entertainment platform, which gives partners the opportunity to promote their live events in an effort to increase international tourism to the US.

Under the initiative, travel organisations from around the world will be able to promote trips to NFL matches and Brand USA has launched campaigns in Canada, Germany and the UK, with a focus on achieving a strong presence through promotional activities at the NFL International Series games in London.

More than 700,000 fans attended events around this year’s sold-out Wembley Stadium encounters – Minnesota Vikings versus Pittsburgh Steelers and Jacksonville Jaguars against San Francisco 49ers – with in excess of 500,000 supporters at the Regent Street Block Party on September 28.

In Canada, Brand USA hosted the Vince Lomardi Trophy during the country’s leg of the NFL Touchdown tour, where fans had the opportunity to see the famous trophy.

Additionally, it invited various tour operators and travel providers from the Toronto area to attend the September 15 game between Buffalo Bills and Carolina Panthers.