In 2024, NFL wanted to accelerate growth beyond the US market, prioritizing international fan acquisition and deeper cultural relevance. The UK boasts the second largest fan base outside of the US, with 10% of UK sports fans actively following the league, showcasing a key growth opportunity. College students emerged as a priority demographic as an audience that are socially connected, highly engaged in live events and increasingly exposed to American football through expanding participation in UK college teams. Recognizing this momentum, the NFL wanted to capture student enthusiasm, building loyalty that could last beyond university years. 

To meet this challenge, the NFL and UNiDAYS partnered with Raptor to recreate the authentic energy of US gameday culture for UK students. The Super Bowl, celebrated in the US and across the world as a communal and cultural moment, became a focal point. We set out to create a student watch party in the UK with an experience that blended live sport, entertainment and lifestyle to spark deeper emotional connection with the NFL. The strategy centred around three key ideas:

Coming to life at Lancaster University’s Student Union, over 150 students gathered for a night of sport and culture.he event created a sporting experience like no other for UK students. From a big screen broadcast to interactive games, raffles and exclusive NFL merchandise, the event was designed to capture the excitement and inclusivity that define NFL fandom. 

The ‘Uni Captains’ documented their experience through their personal social channels executing ‘Day in the Life’ videos that engaged with local audiences. The videos translated the buzz of the in person experience into peer-to-peer content that resonated across social platforms. Their content was so impactful that it has since expanded into a second season, solidifying a scalable model for ongoing student engagement. 

150+ attendees at Lancaster’s first NFL student watch party