In late 2022 I project-managed the delivery of a unique fan experience held at Tottenham Hotspur stadium in London, to highlight Captain Morgan’s sponsorship of the NFL in London.

For this tactical activation, selected consumers enjoyed the chance to play EA Sports’ Madden on a giant pitch-side screen, within a bespoke set featuring branded memorabilia, all-American snacks and Captain Morgan serves. The lucky participants then got to throw a football around the Tottenham stadium pitch, with some of their NFL heroes.

I managed the set design briefs and consumer journey plans, appointing all suppliers, leading in-house and external teams and liaising closely with client and account teams on talent hosting and management; as always I also took responsibility for budget management.

The activation secured coverage in Buzzfeed UK, The Mail, and NYTimes Post and was featured on a segment of TV show London Live. Overall campaign visibility was 1.75M.