NFL UK: a StadiumTM Case Study

Posted on 30th October 2018 by Stadium Grp.

Brands: Wasserman & NFL UK

Events: Kick-Off Event Piccadilly & Three NFL London Wembley Events


  • September 8th, 2018
  • October 14th, 2018
  • October 21st, 2018
  • October 28th, 2018

Working with Wasserman and NFL UK, StadiumTM deployed and secured spaces over four events for the global sports brand.

September 8th marked the very first deployment of HVM Solutions, the Solution selected from StadiumTM’s warehouse, which stores over 400m of HVM Solution was the ATG Access Surface Guard. The event, NFL Kick-Off Piccadilly saw a complete shutdown of the one of the busiest and most recognised streets in the UK and world, Piccadilly Circus. Wasserman were the experiential partner for the event, designing the experience and activating the NFL’s presence in the lead up to the three games that was to be played at Wembley in October.

Covering three locations, StadiumTM teams rapidly deployed the Solution on streets and alleyways leading to the main event within just 50 minutes. A key location was based on Sackville Street, where the main NFL UK temporary store was located, protecting the thousands of fans that queued to purchase NFL merchandise. The second was based on Duke Street, adjacent to the world renowned store, Fortnum & Masons. The need to protect physical assets and the thousands of persons who would be passing through the areas was evident and required a pedestrian permeable HVM Solution.

StadiumTM’s efficient delivery impressed and so did the solution itself. Surface Guard allows high footfall density to pass through, whilst maintaining a vehicle access point for authorised blue light vehicles.

Following on from the success of the Piccadilly Circus deployment, a further deployment was required for the three games held on October 14th, 21st and 28th. Both the NFL brand and Wembley Stadium required the service and HVM Solution.

In comparison to typical events or games that take place at Wembley, a ‘Tailgate’ party is a key event item before any NFL game. The Tailgate zone outside of Wembley allowed fans to congregate with food, drinks and entertainment with large screens, stages and food vendors open hours before the game.

The Surface Guard is ideal for such events as the design of the product does not create a fortressed atmosphere; the solution seamlessly blends into the environment. The vulnerability of the crowded spaces that were forming before the game was a security concern. Each NFL game attracts over 80, 000 people, therefore a HVM Solution was paramount to creating a secure perimeter.

For further information regarding how we can deliver to your event, contact us! or give us a call. We can provide a free no-obligation quote and site survey.