The New York Jets Take Over London

In October 2025, iconic NFL side the New York Jets travelled to London for the 2025 NFL London Games, part of the NFL International Series.

As the team's trusted in-market partner agency, SPORTFIVE teamed up with the Jets to create an unforgettable week for fans in the capital. From bagel store takeovers, to authentic American tailgates and even a dedicated Jets Pub, the week had it all.

In this Success Story:

Challenge

As the New York Jets' in-market partner agency, SPORTFIVE supports the Jets to grow their fanbase, brand and commercial revenues in the UK & Ireland through key marketing initiatives, including social and digital media, events and strategic partnerships.

Ahead of the 2025 NFL London Games, SPORTFIVE and the Jets teamed up to take their presence in the UK & IRE market to new levels.

With the Jets selected as a designated home team for the 2025 London Game at Tottenham Hotspur Stadium, this presented a major opportunity for the team to build deeper connections with British and Irish fans and strengthen its brand internationally.

Solution

With the aim of turning one afternoon game into a lifetime of memories, and to help fuel fandom, SPORTFIVE worked with the Jets to conceptualise, manage and deliver a host of exciting activations throughout the week.

From localised social content and talent partnerships to bespoke fan events, SPORTFIVE helped the Jets create meaningful touchpoints with fans and partners alike. Some of the highlights include:

Bagel Store Takeover

The New York Jets teamed up with beloved local bagel store It's Bagels to combine two New York classics: bagels and the Jets. With green and white bagels to match the team colours, a Jets-branded front-of-store, player appearances, spin-the-wheel prizes, golden tickets, and a Soho street party, the team generated buzz and excitement in true New York fashion to kick off the Jets' week in the capital.

Jets Apple Tour & Lighting Up the City

To generate buzz and intrigue from the London crowds, a specially created New York Jets Apple toured the city throughout the week, bringing picture-perfect moments to activations and London landmarks, including Big Ben and the London Eye. To further encourage team engagement, fans could submit photos with the apple as it popped up across the channel and win exclusive Jets prizes.

⁠Finally, The London Eye and Westminster Bridge were also part of an activation that saw landmarks lit up with white and green the night before gameday to represent the Jets' team colours.

Merchandise Collaborations

Wanting to tap into local culture, the Jets worked with UK brands and official NFL licensees to produce a range of exclusive London Jets merchandise, including a one-of-a-kind collab with streetwear clothing brand 'Trapstar London', marked by a launch event in Soho. Promoted by creators and influencers across the week, this targeted a new demographic of fashion-inspired fans within the city.

Jets Pub

The Jets took over Greenwood in Victoria, giving it a Jets makeover and turning it into their fan home for the duration of the week. Designed by the Jets team and produced and installed by SPORTFIVE, the pub looked the part as it hosted two big fan events - a kickoff party on the Friday, which was attended by 750+ fans, and a watch party on the Sunday for fans without a ticket to the game, attracting over 1,600 fans to the Jets Pub across the week.

Touchdown Tailgate

⁠It wouldn't be American Football without an authentic American Tailgate. Hosted in Vinegar Yard, London Bridge, 3,000+ fans were welcomed throughout the Saturday to come together and celebrate one of the most sacred NFL traditions. Key activations included food, drinks, games, legend signing stations, giveaways, a tattoo parlour, and more.

Talent

To help increase awareness and facilitate engagement amongst a range of fan groups, a host of celebrities and influencers attended the game and even went pitch side whilst sporting their Jets jerseys and merchandise.

SPORTFIVE was responsible for the talent outreach, negotiations, and contracting, alongside hosting the talent on gameday. This included stars from Love Island, Love is Blind, Netflix Stars, Sports Presenters, and Creators.

Content and Social Media Coverage

SPORTFIVE manages the Jets UK social media channels as an integrated part of the partnership with the team.

This role was enhanced for the Jets' London takeover, with the team providing both digital and on-the-ground support throughout the week.

Starting from their departure from New Jersey, the Jets boosted their content coverage for their London trip, documenting the experiences of the players, the fans, and everything taking place in the city.

Results

The event spanned multiple days, transforming what would typically be a single afternoon gameday into a dynamic, multi-day fan festival celebrating all things Jets.

A key highlight of the week was the Touchdown Tailgate, which drew an incredible crowd of over 3,000 fans throughout the afternoon. Attendees immersed themselves in a range of interactive activations, giveaways, and entertainment, creating a vibrant atmosphere that brought the energy of an NFL gameday to life in London.

Throughout the week, SPORTFIVE played a pivotal role in driving fan engagement through diverse content productions - from creative bagel handouts and exclusive Warner Bros. Studio Tours to on-the-ground gameday captures as more than 60,000 fans made their way to Tottenham Hotspur Stadium.

As part of SPORTFIVE’s integrated partnership with the New York Jets, the team also manages the Jets UK & IRE social media channels, delivering engaging, localised content that resonates with British and Irish fans. The dedicated Jets UK & IRE Instagram channel surpassed 20,000 followers during the week and generated over 3 million impressions, reflecting the growing passion for the team’s overseas presence.

The result was a truly immersive London experience that not only showcased the Jets’ commitment to expanding their global fanbase but also demonstrated SPORTFIVE’s ability to bridge the gap between international teams and passionate local audiences.