NFL Big Game Night on Channel 5 is an ambitious new TV show format which blends gameshow fun with live coverage of the NFL. Making the NFL more accessible to a UK audience, Big Game Night filled the often-criticised frequent ad breaks with party games, comedic sketches and panel show banter.

Our campaign needed to help launch the show and sustain momentum, supporting Channel 5 in capture, social management, social and asset production, paid media and reporting across the 23 week season. The aim was to ultimately bring American football to UK NFL fans and sports-watching families with fun, dynamic and accessible content that made Big Game Night a weekly watch in households across the country.

As a team we produced over 400 pieces of content, with 15 posts hitting over 10 million views. Assets were personality-led, utilising clips from the show to highlight the unique coverage of the NFL, the hilarity you could expect to see and the iconic guests appearing week-on-week. The best performing post reached 15.9M views, featuring Joe Thomas of The Inbetweeners fame participating in one of the fun challenges shown during mid-game breaks - audiences were initially drawn in by the natural humour of the clip and were then intrigued by the uniquely playful coverage of the NFL. This methodology guided much of the content we produced, reaching a wide audience with short, shareable comedy and pulling viewers towards the show who were interested in the entertainment-led sports coverage.

Each week we would travel to the studio for the weekly broadcast on Sundays, filming content with the hosts Dermot O’Leary and Sam Quek before the show. During the live broadcast, we picked out best moments to clip, quickly edit, write copy and share, maintaining live updating coverage for audiences to engage with within 15 minutes of the clip originally airing on TV. These would include comedic gameshow moments and exciting footage from the NFL game.

From Monday and throughout the week, carefully designed, more elevated pieces would be produced in our creative studio and shared to the social channels. This helped to create a striking visual brand surrounding the show, tease the upcoming guests and games, and celebrate highlights from prior broadcasts. These pieces of content added a prestige aesthetic to the campaign, with consistent, stand-out imagery and unique edits shared throughout the week.

As well as weekly broadcasts, the season had big campaign moments which required further, specific coverage.

In October, NFL games were hosted in London for 3 consecutive weekends, allowing us to produce content on-location at Wembley and Tottenham Hotspur stadiums. We worked with Troy Hawke to produce accessible content for new NFL fans - the videos of Troy comedically engaging with British NFL fans and culture were some of the best performing of the campaign.

For some of the bigger moments in the NFL calendar, the Thanksgiving and final Superbowl game, Big Game Night held overnight events which provided the opportunity for us to flex our creative muscles with more visually unique content and original video ideas. Members of our production, social and paid media teams were on-site to make the most of the opportunity and ensure content capture, editing and paid ads cohesively worked together to produce fantastic campaign moments.

Supporting the show throughout the entire season, we ran paid campaigns across META and TikTok with the aim of growing the show’s viewership within the UK. The campaign was a huge success, as we helped drive awareness of the show to over 24.5 million users on META and 12.7m on TikTok. These audiences consumed 11.6 years worth of content across our 490 ads, resulting in 81m views and 298m impressions.

This was a project of massive scale and consistent effort from the launch of the campaign in August 2025 to the Superbowl in February 2026 as we helped to successfully establish NFL Big Game Night as a must-watch weekly sports entertainment format in the UK. On top of helping to build the awareness and viewership, sentiment also grew massively with positive sentiment tripling and negative sentiment decreasing by 84%.

Supporting Channel 5 with capture, social management for over 19k followers, social and asset production, paid media and reporting, the result was a hugely successful campaign which spread awareness, grew viewership and built genuine affinity and fandom for NFL Big Game Night.