Las Vegas has held fewer guests from the U. K. since the Covid-19 crisis upended the international airline company. The city’s standard selling organization has teamed up with America’s most renowned sports group to increase tourism conversions in an effort to regain its appeal.
The NFL’s 2024 London Games, which kick off this Sunday when the Minnesota Vikings take on the New York Jets at Tottenham Hotspur Stadium, will be led by Vegas as the U.K. and Ireland’s direct partner this time. It’s not the first day Sin City and the group have inked alliances, as the town hosted the 2022 NFL Draft, the ‘ 22 and 2023 Pro Bowls at Allegiant Stadium and next Super Bowl 58 next February, likewise held at the Raiders ‘ house.

However, this agreement demonstrates the tourism industry’s new strategy of using professional football to draw in potential international visitors, who generally spend significantly more money than domestic visitors.
In a video interview with the Las Vegas Convention and Visitors Authority president Steve Hill,” I frequently say that I have the easiest product in the world to sell. There are n’t many people who can dispute that, but]NFL owners might be one of them.” I said,” This combine them together and create on each other, not figure out which company or product is the best or easiest to sell.” I also feel that way”.
Las Vegas, which has recently grown to become its own sports capital, is looking to capitalize on the power of the NFL shield to expand its reach in a nation where the sport is still popular but is gaining popularity among local fans ( Super Bowl 58 averaged a 49 % increase over the average audience of 344, 000 on Sky Sports, a group of British sports channels ), while using the power of the NFL shield. For the first time, the LVCVA product may be present at NFL game across the water, along with some in-person signals taking place in and around the venues. In-game advertisements and on-field brand will also be used. Additionally, LVCVA’s major donors and clients, as well as trade show organizers based in London, have the opportunity to host private events there.
” The NFL is about as American as it gets”, public director of NFL’s U. K. business Henry Hodgson said in an interview. What better company than Las Vegas to be a lover with us on these games if there is an audience that, whether in the stadium or watching in the U.K., that will be open to the idea of traveling to the U.S.
Las Vegas tries to increase total foreign visitor numbers, but it places a particular emphasis on the U.K., which is the town’s third-largest non-domestic market after Canada and Mexico. Monthly visitors from the U. K. and Ireland peaked at about 840, 000 before the crisis, but that number has dropped to below 600, 000 since. Covid-19’s impact on airline ticket sales from the U.K. to Las Vegas in 2020 appears to have had a negative impact on tourist momentum, but that decline cannot be purely attributed to one item.

LVCVA typically spends its international advertising money traveling to different countries and territories, including Virgin Atlantic, British Airways, and Norse Atlantic ( which provide daily flights from London to Las Vegas ). Hill claims that his group has decided to start an experiment where they overinvest in certain markets for several years in an effort to improve performance metrics and trip revenue in an effort to speed up the lingering pandemic recovery. The U.K. is hoping to eventually number more than one million people.
Las Vegas ‘ recruitment through sports is n’t only via pro football. The LVCVA, an official partner of Formula 1, has collaborated with Mercedes Trail ( home of the British Grand Prix ) and is partner of Bournemouth AFC’s education system, which is owned by Vegas Golden Knights user Bill Foley.
” We may have done the ( London Games ) partnership anyway but the broader initiative probably would n’t work if we did n’t have other initiatives”, Hill said in an interview.
Las Vegas, which hosted the prestigious USC vs. Louisiana football game last month, has seen its expert sports account rise since 2017. In addition to welcoming an NFL, NHL, and WNBA staff, MLB’s Athletics are expected to relocate there in 2028, with the possibility of an NBA development group also being added. The band even hosted last year’s annual Las Vegas Grand Prix, which attracted a lot of international attention, including U.K. fans.
The city’s association with the London Games this year stands out from various sports partnerships because it demonstrates a change in marketing strategy and the special tactic of utilizing the NFL’s power to generate worldwide revenue.
” We’ve tried to create this mini Super Bowl atmosphere with the London Games and markets that ]international ] games are played in”, Hodgson said. Because Las Vegas is the country’s capital of entertainment, it can form a powerful association that makes sense. We’re delighted that they’ve joined us.