American football’s NFL has announced the Las Vegas Convention and Visitors Authority as its lead partner across the UK and Ireland for the 2024 season.
The agreement also makes it the presenting partner of the 2024 NFL London Games.
This year’s London fixtures will see the New York Jets face the Minnesota Vikings at Tottenham Hotspur Stadium on October 6, the Jacksonville Jaguars vs the Chicago Bears at the same venue on October 13, and the New England Patriots vs the Jacksonville Jaguars at Wembley Stadium on October 20.
Through the tie-up, the Las Vegas tourism body and the NFL will collaborate on fan engagement initiatives in the upcoming season.
Las Vegas will continue a relationship with the league after staging the showpiece Super Bowl for the first time last season.
Steve Hill, president and chief executive of the Las Vegas Convention and Visitors Authority, added: “Following an extremely successful Super Bowl LVIII, we are thrilled to continue our relationship with the NFL.
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“The UK is Las Vegas’ top source of overseas visitation, and this partnership not only affords us visibility in an extremely important market, but also the opportunity to further cement Las Vegas as a top international sports destination.”
Super Bowl 58, which was staged at the Allegiant Stadium in Las Vegas, drew record UK viewership earlier this year.
The game, which saw the Kansas City Chiefs defeat the San Francisco 49ers in an overtime victory, collectively averaged over 1 million viewers in the UK across free-to-air and pay-TV offerings, greater than any other edition of the game in the country.
