Thanks to our good friends Wembley Stadium for hosting us yesterday in Club Wembley for the NFL International Series match between Jacksonville Jaguars and the Dallas Cowboys.

TheStadiumBusiness Founder, Ian Nuttall and Marketing Executive, Matthew Wall, made the short trip to London to take in the matchday experience at Wembley.

Tony Romo’s successful return powered the Cowboys to an impressive 31-17 win over the Jacksonville Jaguars in the third and last of this year’s NFL games at the Venue of Legends.IMG_4719

The Cowboys quarterback had been an injury doubt all week with two fractured vertebrae in his back but made sure ‘America’s Team’ put on a show in their first London visit as he completed 20-of-27 passes for 246 yards and three touchdowns.

The crowds gathered in their masses (88,000 in fact) for an action packed, entertainment-filled, sell-out as the NFL London project continues to gather momentum.


With one eye on the spectacle, and another on the matchday operations of a top UK sports venue, Matthew reflected on the overall stadium experience.

“The atmosphere around the whole stadium was completely different to that of a football (soccer) game! The fan engagement is on a whole new level to anything else in the UK and the event really is an experience… not just a match”, he noted.

Over 40,000 fans gathered outside Wembley hours before the match to experience the 2014 Tailgate party. This included appearances from NFL legends, performances from the Cowboys and Jaguars cheerleaders, interactive NFL activities and a selection of some of the best American style food from independent caterers, as well as beer supplied by Budweiser.

NFL Merchandise had a large presence, with a main pop-up store selling goods from all 32 NFL teams and you could ‘Click & Collect’ from Tailagte if you ordered your products from before the Friday of game week.

Stadiums take note. Increase your spend per head and improve the fan experience with interactive, fun-filled activities to get fans into and around your stadium earlier!


Are you doing something different, innovative or new with your fan experience? We’d love to hear about it! Email us here…

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