SuperBowl LX
NFL Watch Party
London
When the Super Bowl LX came to town, we made sure London felt it.
Partnering with the NFL, TBA delivered a spectacular Super Bowl Watch Party experience that brought the noise, the energy, and the spectacle of game day to fans 4,600 miles away from Levi Stadium. Part of an ambitious global series spanning eight countries, the London event, held at Big Penny Social, was a statement of intent: the NFL is everywhere, and so is the passion of its fans.
Challenge
With the NFL’s international expansion in full swing, we were challenged with creating a live event experience that could capture the excitement of Super Bowl Sunday for audiences far from the stadium.
The brief was clear: engage both loyal fans and curious newcomers in equal measure, while delivering a platform for partner brands to shine.
The event needed to blend two nations and two cultures, all united by one goal; deepening NFL fandom in a way that would leave a lasting impression.
Solution
We created a high-energy Super Bowl watch party that brought fans together in a vibrant, social environment designed to feel like you were in the stadium. The venue layout was carefully considered to balance big-game viewing with seamless brand activations, ensuring guests were entertainment from the moment they arrived.
The immersive setting encouraged interaction, elevated partner brand engagement and delivered a truly memorable experience.
Highlights included:
- The iconic Vince Lombardi Trophy on-site for fan photo opportunities
- A live LED brass band and drumline bringing the atmosphere to life
- A live DJ keeping energy high throughout the night
- NFL mascots on-site for fan engagement
- A full suite of NFL activations and interactive games
- Prizes and giveaways, including the chance to win pairs of NFL London Games tickets
Results
700+
Tickets sold
24
Influencer attendees
