Brand USA has announced an international marketing partnership with the National Football League. As part of the agreement, the NFL will become one of the first sports leagues to partner in the “Brand USA Live Entertainment” platform, which will offer an opportunity for Brand USA’s destination partners to leverage their live entertainment offerings to increase the number of international visitors.

Brand USA is the public-private partnership responsible for promoting the United States as a travel destination. The deal with the NFL will provide travel organizations from around the world resources and knowledge to expand their U.S. product offerings by utilizing iconic USA brands and entertainment experiences such as professional sports, concerts and theatrical productions.

“NFL football is very much a part of American culture with an exciting game day experience that is unique to the United States,” said Chris Thompson, Brand USA’s president and CEO. “Brand USA wants to invite fans from abroad to experience the energy and excitement of an NFL game, starting from the pre-game tailgate to the final whistle, in any one of the league’s 32 host cities.”

As part of the NFL partnership, Brand USA has launched campaigns in Canada, the United Kingdom and Germany to reach international fans and inspire travel to the United States. One of the primary focuses of this campaign has been a brand presence on the ground at international NFL events, the biggest of which is the NFL International Series games in London. Brand USA’s event efforts have focused on providing attendees a fun and engaging on-site experience as well as through social media.

NFL International Commercial Director Marc Reeves said: “We are delighted to be working with Brand USA and assist in their mission to encourage people from around the globe to come explore this country and experience all of the great aspects that the United States has to offer. There is no substitute for a live NFL game experience and we welcome fans from everywhere to join us.”

More than 700,000 fans attended the events around the two London games (Minnesota Vikings vs. Pittsburgh Steelers on September 29, and Jacksonville Jaguars vs. San Francisco 49ers on October 27) with over 500,000 fans attending the Regent Street Block Party on September 28. Both International Series games were played in front of sold-out crowds at London’s Wembley Stadium.