Ignite organised a presence at the Pepsi Max-sponsored Great Hall area at Wembley featuring a two-tier venue in which guests had the opportunity to watch live musical entertainment from artists including band Noisettes and beatboxer Beardyman.
The event producer also erected a pirate ship structure for NFL team Tampa Bay Buccanners, who faced the Chicago Bears on Sunday (23 October). To publicise the event, the branded ship was previously setup in Trafalgar Square.
Ignite's operations director George Chapman told C&IT: "NFL has really taken off in the UK and the brand is keen to build on its incredibly successful presence. Many of the attractions around the stadium were constructed without profit because the company is keen to focus on building its brand awareness. Hospitality has also proven a hit, with UK companies embracing this very American experience."
The NFL event featured a museum with Superbowl rings and signed memorabilia. A stage was also setup to host live interviews.
Elsewhere, interactive entertainment included a 'Quarterback Challenge' where volunteers tested their throwing ability.