Sponsor Insights

US Pro Sports Go International Expanding Their Reach

Over the last few weeks, major pro sports (NHL, MLS, MLB, NBA, NFL) in the US have looked to expand their international fanbase with games overseas–a trend that’s set to continue through November. Here’s the breakdown of recent and future match-ups: 

  • NFL:
    • Oct. 2 – London – Vikings vs. Saints
    • Oct. 9 – London – Giants vs. Packers
    • Oct 30 – London – Broncos vs. Jags
    • Nov. 13 – Munich – Seahawks vs. Buccaneers
    • Nov. 21 – Mexico City – 49ers vs. Cardinals
  • NBA:
    • Sept. 30, Oct. 2 – Tokyo – Warriors vs. Wizards
    • Oct. 6, 8 – Abu Dhabi – Hawks vs. Bucks
  • NHL:
    • Oct. 3 – Bern, CH – Predators vs. SC Bern
    • Oct. 4 – Berlin, DE – Sharks vs. Berlin
    • Oct. 7, 8 – Prague, CZ – Sharks vs. Predators
    • Nov. 4, 5 – Tampere, FI – Blue Jackets vs. Avalanche

SU attended the NFL London Games at Tottenham Hotspur Stadium for the second straight year.

A big change from last year: the NFL’s takeover of London’s South Bank, which moved the majority of sponsor activations away from Tottenham Hotspur Stadium. Budding American football fans tested their skills at quarterback, wide receiver and field goal kick activities sponsored by online trading platform IG, GamePass and Wilson, and received the fan handout of this season’s NFL Panini sticker album. 

Back at the stadium, Valspar Paint was out in full force around the perimeter on game day, handing out eye blacks bearing the teams’ logos and inviting fans to try their hand at cornhole.

During the game, the Vikings’ third downs were met with the “Make Some Noise” campaign sponsored by Old El Paso, the official meal kit of the NFL UK. Meanwhile, men’s hair color brand, Just for Men, asked spectators to use their phones for live feeds to the big screens with its “Beard Cam,” and Experience Kissimmee, the new official travel destination of the NFL UK, sponsored the Kissimmee “Kiss Cam.”

Over in Abu Dhabi SU attended game one of the two NBA games at the Etihad Arena on October 6th and 8th, which spurred a slew of activations for fledgling fans. Swiss watchmaker Tissot unveiled a pop-up retail store and an AI-powered game at the arena, where Gatorade distributed free branded bottles after the games. 

At the NBA District, held in the Manarat Al Saadiyat event space from October 5th-9th, attendees could customize their own basketballs courtesy of Wilson. Real estate developer Aldar presented the display of The Larry O’Brien NBA Championship Trophy, while NBA 2K23 offered fans the opportunity to play the red-hot game on consoles in the venue’s gaming area. 

Share Now