Pride & Fury.

The International Campaign.

King + Country partnered with the NFL Network to create a powerful multi-country campaign promoting the league’s highly anticipated international games in London and for the first time ever Munich. With the tagline “NFL waits for no one,” the international tease was crafted to generate buzz and excitement ensuring fans in Europe were primed for five epic matchups. The creative approach leaned into the novelty and uniqueness of these global events emphasizing their special place on the NFL calendar.

Pride and Fury elevates the athletes to the size of monuments in London and Munich—two cities that are certainly not known for tearing down their statues! This feels like a visually powerful, meaningful way to honor these titans of the sport. The core idea is born from the powerful notion of “History is written by the victorious.” It’s designed to make our teams look monumental, at home among the pride of London and Munich. Combine that with a dash of London punk, and we have a campaign that gets attention in both markets.

Wakey Wakey!

The Domestic Campaign

For U.S. audiences King + Country developed “Wakey Wakey,” a dynamic domestic promo encouraging fans to rise early and catch the London matchups live. The creative strategy focused on making early- morning football a must-watch experience playing into the exclusivity of NFL Network’s seven marquee games—four of which were international. By showcasing the thrill of all-day football from the 9:30 AM ET kickoff to prime-time showdowns the campaign ensured that fans understood these international games weren’t just another matchup—they were a chance to be part of something bigger connecting them to a global audience of passionate football lovers.
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Social & OOH.

Beyond broadcast King + Country also developed a robust Social and OOH campaign delivering billboards, banners, and digital assets across multiple formats including vertical and square content tailored for global engagement. These assets extended the reach of the NFL Network’s messaging reinforcing the exclusivity and excitement surrounding these international games. Whether on a massive billboard in London or a social post designed to spark engagement the campaign ensured fans in both the U.S. and Europe were dialed in and ready to be part of the worldwide football moment.