NFL House launches in Central London

Stars from the world of sport, music and entertainment gathered in central London yesterday evening (20 October) to celebrate the opening of the NFL House.

NFL House welcomes a host of celebrities from the worlds of sport, music and entertainment
NFL House welcomes a host of celebrities from the worlds of sport, music and entertainment

The launch celebrates the three games which are taking place at Twickenham and Wembley Stadium across October. The exclusive event transported lucky invitees into an interactive world of American Football, complete with an all-American menu featuring treats like fried chicken burgers and classic macaroni cheese. In addition, guests were able to entertain themselves with the EA Sports games hub while sipping on complimentary cocktails and beers.

The first 100 guests through the door had the option to purchase their own personalised NFL cap printed with their initials. Later in the evening, ticket-holders were treated to a live performance from UK grime-artist Kano, and a DJ set from Becky Tong. 

Notable attendees included pro-boxer David Haye, Olympic long jump athlete Greg Rutherford and former New York Giants player and two-time Superbowl winner Osi Umenyiora. 

Sarah Swanson, head of marketing for NFL in the UK, said "It's [the event] is part of a larger fan growth strategy where we're trying to give potential fans - such as influencers - the chance to experience the NFL, as not everybody can get to a game. NFL House is a place where they can do that. We have a series of events at the house over the next couple of weeks, so we're hoping this [event] will generate some buzz about that, as well as the games."

The NFL House is situated in Victoria House, in central London's Bloomsbury Square and will be open for 5 days across 20-29 October. The NFL House is exclusive to NFL Fan Mobile Pass members.

On 1 October, the NFL took over London's Regent Street to mark the return of the game's season, and earlier in the year, the brand transformed the Shard into the iconic Vince Lombardi Trophy in celebration of the start of the Superbowl.

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