By Lydia Jane Allison

​​​Deal will see Brand USA become the Lead Partner of the NFL in the UK & Ireland as well as Presenting Partner of the NFL London Games

Brand USA will also become an Official Partner of the NFL in Germany

September 29, 2023. London – The National Football League (NFL) has signed a partnership with Brand USA, the official destination marketing organization for the United States. Under the agreement, Brand USA becomes the Lead Partner of the NFL in the UK and Ireland, the Presenting Partner of the NFL London Games and an Official Partner of the NFL in Germany.

With NFL fandom in the UK and Ireland (14.3 million casual fans) as well as in Germany (18 million casual fans) continuing to grow, the two organizations will look to collectively reach audiences across the sport, entertainment and tourism sectors in these core strategic markets for the League and Brand USA.

“We are delighted to team up with Brand USA as our Lead Partner for NFL UK and Ireland, and Presenting Partner for the NFL London Games,” said Henry Hodgson, NFL UK General Manager. “American culture defines football, and with multiple games being played in London this season and in the years ahead, we’re looking forward to working together to bring fans and new audiences exciting experiences.”

“This is an exciting partnership that brings together two iconic brands – the NFL which represents America’s favorite sport and Brand USA which showcases the wealth and breadth of U.S. travel experiences to a global audience,” said Staci Mellman, Senior Vice President of Integrated Marketing, Brand USA. “Sports tourism is a fast-growing travel trend with visitors wanting to both enjoy football games and immerse themselves in our unique sporting culture from cheerleading to tailgating. We look forward to telling international travelers the story of U.S. sports with the NFL.”

For more information, follow NFL UK on Twitter and Instagram.


About Brand USA

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation’s first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers​. The organization’s mission is to increase international visitation to the United States in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past 10 years Brand USA’s marketing initiatives have helped welcome 8 million incremental visitors to the United States, benefiting the U.S. economy with more than $58 billion in total economic impact and supporting, on average, more than 37,000 incremental jobs a year.

For industry or partner information about Brand USA, visit To discover more about the USA and the boundless diversity of American travel experiences and authentic, rich culture, please visit Brand USA’s consumer website and follow Visit The USA on FacebookTwitter, and Instagram.

About the National Football League

The National Football League is America’s most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world’s biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the country.



Posted in NFL