The NFL has appointed Hill & Knowlton Sports Marketing & Sponsorship to implement a twelve-month communications programme to boost the profile and commercial appeal of American Football in the UK.
The award of the contract follows a competitive pitch process involving a number of Public Relations agencies.
The appointment follows Hill & Knowlton’s successful “NFL is Back” campaign around the 2003 Super Bowl - which helped to drive more than one million viewers to watch the game on terrestrial TV channel Five and pay-TV network Sky Sports.
The NFL is making a significant financial commitment to increasing the popularity levels of American Football in the UK.
Hill & Knowlton will work in partnership with the NFL’s media rights holders Five, BSkyB and BT Broadband, and commercial partners such as BT, EA Sports and Wilson.
Alistair Kirkwood, NFL Europe vice-president of strategic planning & development said: “The NFL brand is one of the strongest in world sport, and we are looking forward to building on this to establish increased relevance and interest for the sport in the UK. We were impressed by Hill & Knowlton’s role in our Super Bowl campaign, and the creativity, ambition and contacts they have demonstrated to date.”
