Super sunday. London-style.

New Era wanted to leverage its cultural credentials as an official NFL merchandise partner and go-to team apparel brand through a Super Bowl viewing party in London, specifically targeting a wider audience than just core NFL fans.

Capitalising on curiosity. Building fandom.

We were tasked with not only engaging guests, but also keeping them entertained throughout the entirety of the 3-hour long game. Our team set about using New Era cap customisation, XBOX gaming competitions, expert analysis and a 4 quarters prize draw mechanic to bring in and keep young streetwear-loving Londoners going – right through until the early hours and a New England Patriots victory.

Not over ‘til it’s over

Over 300 guests joined us on a Sunday evening in Shoreditch, entertained by a live performance from up-and-coming artist Kojo Funds, a huge HD screening showing the match live, and expert analysis from British former NFL player Jason Brisbane. We exceeded expectations by retaining over 50% of guests for the entire duration of the match – until 5am, resulting in the client proclaiming it to be the best event in the history of New Era’s European operations.