Synergy was retained by the NFL in the UK as its PR agency from 2008-2010.
The ongoing communication focus for Synergy is on creating buzz and exposure across lifestyle and broadcast media to increase awareness of the sport and build on the growing NFL fanbase in the UK.
2009 saw the Tampa Bay Buccaneers make Wembley their home for a regular season game against the powerful New England Patriots.
Given that access to players during game week is scarce, to promote the big match at Wembley Synergy utilised exclusive media time with two key NFL players who travelled to the UK during the summer of 2009 — Ronde Barber (Tampa Bay) and Adalius Tomlinson (New England). During their time in the UK, Synergy managed a session of radio syndication with the BBC and set up a series of broadcast and press interviews to run in the week of the game.
In addition to working with the players, Synergy also took the Tampa Bay Buccaneers cheerleaders on two tours of the UK – in July, to mark Independence Day and to build up long-term interest in the game ahead of the regular season start and again during match-week in October. Synergy managed the tours, incorporating school and dance club visits and generating regional press coverage across the UK. The tours saw the girls travel to Glasgow, Newcastle , Sheffield, Leeds and Brighton and even managed to fit in a special slot for the BBC’s Question of Sport, filming a Mystery Guest segment with Olympic heptathlete Denise Lewis.
Additional promotional activity included placing press interviews with Trevor Nelson and Natalie Pinkham (presenters of the new NFL UK magazine show launched on Channel 5 in 2009) and generating further press in the digital media with the new online development, the NFL Team Picker, which enables fans to discover their ideal NFL team based on their own character, opinions and interests.
2010 saw the San Francisco 49ers take on the Denver Broncos at Wembley on Sunday 31st October and Synergy continue to promote the game and spread the NFL message in the UK.
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