Las Vegas and the NFL: A Strategic Partnership to Revive Tourism Post-Pandemic
Las Vegas, the glittering oasis in the Nevada desert, has long been a magnet for travelers from around the globe. However, since the onset of the Covid-19 pandemic, the city has seen a significant decline in visitors, particularly from the U.K. To combat this downturn and reignite its tourism sector, Las Vegas has embarked on an innovative partnership with the National Football League (NFL). This collaboration aims to leverage the popularity of American football to attract international visitors, particularly from the U.K. and Ireland.
A New Playbook for Tourism
As the lead partner for the NFL in the U.K. and Ireland this season, Las Vegas is stepping into the spotlight as the presenting partner for the NFL’s 2024 London Games. The excitement kicks off this Sunday with a matchup between the Minnesota Vikings and the New York Jets at Tottenham Hotspur Stadium. This partnership is not Las Vegas’s first foray into the world of professional football; the city previously hosted the 2022 NFL Draft, the Pro Bowls in 2022 and 2023 at Allegiant Stadium, and Super Bowl 58 last February. However, this latest deal signifies a strategic shift in how Las Vegas aims to attract overseas visitors.
Merging Brands for Greater Impact
Steve Hill, president of the Las Vegas Convention and Visitors Authority (LVCVA), expressed his enthusiasm for the partnership, stating, “I often say that I have the easiest product in the world to sell.” He emphasized the importance of merging the Las Vegas brand with the NFL to create a powerful marketing synergy. By combining the allure of Sin City with the excitement of professional football, the LVCVA hopes to tap into a demographic that typically spends more than domestic tourists.
Tapping into the NFL’s Global Appeal
Las Vegas is not just looking to restore its international visitor numbers; it aims to grow them significantly. The U.K. is the city’s third-largest non-domestic market, with annual visitors peaking at around 840,000 before the pandemic. However, that number has since dropped to below 600,000. The decline can be attributed to various factors, including disrupted airline services during the pandemic. By aligning with the NFL, Las Vegas hopes to reignite interest among potential travelers who may be open to visiting the U.S.
Henry Hodgson, general manager of the NFL’s U.K. office, noted the unique opportunity this partnership presents. “If there’s an audience there, whether in stadium or watching in the U.K., that will be open to the idea of traveling to the U.S., then what better brand than Las Vegas to be a partner with us on these games?” This sentiment underscores the potential for Las Vegas to become a key destination for NFL fans across the pond.
A Focused Marketing Strategy
In an effort to enhance its international marketing efforts, the LVCVA has established strong relationships with airlines such as Virgin Atlantic, British Airways, and Norse Atlantic, which offer nonstop flights from London to Las Vegas. Hill mentioned that the LVCVA is experimenting with over-investing in specific markets, including the U.K., to drive performance metrics and visitation revenue. The ultimate goal is to surpass one million visitors from the U.K. in the coming years.
Expanding Beyond Football
Las Vegas’s strategy to attract international visitors extends beyond just football. The LVCVA is also an official partner of Formula 1 and has collaborated with the Silverstone track, home of the British Grand Prix. Additionally, the LVCVA serves as the training kit sponsor for Bournemouth AFC, an English Premier League club owned by Bill Foley, the owner of the Vegas Golden Knights. These partnerships reflect a broader initiative to position Las Vegas as a premier sports destination.
A Changing Landscape for Sports Tourism
The city’s sports profile has exploded since 2017, with the addition of teams from the NFL, NHL, and WNBA, and the anticipated arrival of MLB’s Athletics in 2028. Las Vegas also hosted the inaugural Las Vegas Grand Prix last year, attracting significant international attention, including fans from the U.K. This growing sports landscape provides a unique opportunity for Las Vegas to market itself as a hub for sports tourism.
Conclusion: A Strategic Alignment for Success
The partnership between Las Vegas and the NFL during the London Games represents a significant shift in marketing strategy. By leveraging the NFL’s immense popularity, Las Vegas aims to create a mini Super Bowl atmosphere that resonates with international audiences. Hodgson aptly summarized the partnership’s potential, stating, “Las Vegas is the capital of entertainment in the U.S., so it can be a strong partnership and one that makes a lot of sense.” As the city continues to navigate the post-pandemic landscape, this innovative approach could be the key to revitalizing its tourism sector and welcoming back international visitors with open arms.