Event TV: StubHub certain to revive NFL activation in 2016

StubHub's fulfillment solutions supervisor has told Event the chances of the brand returning to NFL UK games next year are at "100%", following a successful series of activations at this year's International Series.

StubHub set up an American football-themed photo wall
StubHub set up an American football-themed photo wall

The ticket resale company set up a Last Minute Services centre at the three NFL games at Wembley Stadium on 4 and 25 October, and 1 November.

On the latter date, it ramped up its brand experience: giving away stress balls, lanyards and popcorn, setting up a face painting station and creating photo opportunities with American football helmets and pads. 

Thanks to a partnership with AEG, the brand secured a prime activation space within the SSE Arena Wembley. In total, it served almost 10,000 fans over the course of the series, which was a 57% increase on last year’s activity. 

Mark O’Toole, StubHub's fulfillment solutions supervisor, told Event the tournament resonates with the brand due to a shared connection with the US, and a desire to make sure American football fans in the UK don’t miss out on tickets.

"Lots of buyers travel to the games so it was perfect for last minute services," he said. "All the fans that go to these things are exceptional – they appreciate extras, are open to a lot more, and are always up for it, so we wanted to do something that was very fan-esque.

"It really builds the brand for repeat customers. We’re already part of a person’s experience and any additions we can give them on the day always pay off."

While a standalone StubHub experience is not currently on the cards, the company is likely to activate again at the prestigious location of Wimbledon’s Queue. It also has plans to appear at as many big music concerts as possible, however, O’Toole explained: "It depends on what gets announced – what the event landscape looks like."

But a StubHub return to NFL UK events looks certain. "We’ll 100% be there next year," said O’Toole. "It can only get bigger."

More: Which? calls on ticket resellers to "take responsibility" for misleading sales

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