Wasserman, the global partnerships and activation agency, is helping The National Football League take over one of London’s most iconic locations this Saturday (September 8), as it celebrates the start of the 2018 season with ‘NFL Kickoff on Piccadilly’.

The free event will see Piccadilly closed to traffic as it becomes a hub of NFL and entertainment activities during a day-long festival. It will run from 12- 6pm and feature on-stage entertainment, displays from NFL cheerleaders and mascots, a family tailgate area featuring NFL-themed games, a kids’ zone with an NFL mini-pitch, and an NFL pop-up shop stocked with a wide range of merchandise.

Against this backdrop will be a screening of February’s Super Bowl LII, complete with explanations and analysis by NFL experts. There will also be appearances from NFL legends at the event, including the opportunity for fans to attend Q&A sessions and signings.

‘NFL Kickoff on Piccadilly’ will be the most family and music-orientated NFL event and aims to appeal to everyone, regardless of whether they are already fans of American football. It’s designed to build excitement both for the start of the NFL 2018 season, and for the NFL London Games Series, which will take place in October.

“This will be a fantastic way to launch the new season,” said NFL UK managing director Alistair Kirkwood. “The NFL has a great reputation of staging engaging fan events in London – at locations such as Trafalgar Square and Regent Street – and we are excited about the opportunity of taking over Piccadilly.

“The planned activities will appeal to everyone, whether they are currently NFL fans or not, and we are looking forward to a day of fun, football and family entertainment that will be a great celebration of our sport.”

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