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TBA Global Produces Successful NFL Tailgate Party Presented by Panasonic
Biggest single NFL-organized tailgate in UK makes history drawing over 20,000 fansOctober 30, 2008 – London, UK – To help NFL International continue to expand the market for American Football in Europe, TBA Global created the NFL Tailgate Party Presented by Panasonic, an experiential marketing program that connected fans with both the game and NFL International sponsors. TBA Global assisted the NFL in creating an American-style tailgate party for over 20,000 fans prior to the Wembley Stadium match between the New Orleans Saints and the San Diego Chargers. The 2008 Tailgate Party was the biggest single NFL-organized tailgate anywhere in the world.
To complement the Saint’s home team designation, TBA Global created a Mardi Gras atmosphere for the event, including a vibrant parade and New Orleans-themed elements throughout. The event more than doubled the attendance from the prior year.
Alistair Kirkwood, Managing Director of NFL UK, said: “Among our goals for the game were to create a home-town feel for the New Orleans Saints, showcase some of the great characteristics that people would experience if they visited the city for themselves, and enable visitors to feel they had learned a little more about our sport. Our partnership with TBA Global helped us to work toward those goals.”
On game day it was clear that the fans from all across the world were ready for football. Fans arrived from every European country as well as the United States and Canada, decked out in jerseys, caps and jackets from their favorite NFL teams.
Pre-Game Mardi Gras Street Parade
To include the surrounding area in the Game Day experience, TBA Global staged an authentic Mardi Gras parade that drew thousands in the Wembley community to celebrate the revelry and pageantry of Mardi Gras.
Three larger-than-life Mardi Gras floats were specially designed and built in New Orleans and shipped to the UK. The NFL Title Float, the New Orleans Jazz Float and the Mardi Gras Jester Float each had a krewe of vibrantly costumed revelers who tossed a mixture of custom created “International Challenge Series” medallions and brightly colored Mardi Gras beads to eager spectators along the route.
All the way from New Orleans, the “Rebirth Brass Band” with their “New Orleans Mardi Gras Rhythm Section” played traditional upbeat brass band music behind the floats. Even local officials joined in the fun, including London’s Metropolitan Mounted Police, the Horse Rangers charity (adorned in authentic Mardi Gras costumes also shipped from New Orleans) and the local 50-piece Hertfordshire Community band.
After the neighborhoods, the parade passed by Wembley Stadium and finished inside the Tailgate Party.
Pre-Game Tailgate Party
At the NFL Tailgate Party Presented by Panasonic the lively Mardi Gras theme came alive with music, roaming entertainers, games, and authentic New Orleans food and drinks.
Larger than life Mardi Gras jesters from New Orleans welcomed guests at the main entrance of the tailgate. Stilt-walkers, face painters, magicians and jugglers strolled among the crowd, while New Orleans artists “Kermit Ruffins & the BBQ Swingers” and the “Rebirth Brass Band” played on the main stage, along with a crowd-pleasing special appearance by the actual Saintsations Cheerleaders. The tribe of “Apache Hunters Mardi Gras Indians” in their colorful, handmade feathered costumes from New Orleans joined the revelers. The Coors Light Chill Zone boasted an enormous bar and served the classic American hot dogs and hamburgers, which were complemented elsewhere at the party with food stations serving traditional New Orleans offerings of étouffe, jambalaya and gumbo.
In addition to the Coors Light Chill Zone, sponsorship activation included all-ages interactive football activities, such as a Canon NFL Obstacle Course, the Panasonic NFL Quarterback Challenge, the Reebok NFL Red Zone, Bridgestone NFL Field Goal Challenge, the Visa NFL Drive, the EA Games Lounge (featuring trials of NFL Madden ’09 Football Challenge), and Chevrolet’s automotive showcase with face painting artists.
The NFL International merchandise tent was a very popular destination, with many international fans purchasing jerseys and specialty items from their favorite teams.
Halftime Entertainment
Inside Wembley Stadium at halftime, the Mardi Gras parade returned to entertain the more than 80,000 fans who were watching the 2008 Bridgestone International Series game.
