After lunch from Moving Venue, NFL marketing director Mark Killingley held a lively workshop about bringing an international brand to the UK.
He told delegates that events like October’s fan rally in Trafalgar Square was "about touching people who wouldn't normally go looking for NFL content" and that the was "a big risk".
Nova International commercial director Nicky Homes, Royal Parks Foundation development and event manager Sally Barney and Limelight Sports project manager James Hogben gave an insight into the UK’s biggest mass participation events like the Bupa Great North Run in the afternoon's second workshop.
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Questioned by Event editor Jeremy King, he said that the strict legislation that protects sponsor brands from ambush marketing could damage their reputations.
Were you at The Guide Live? What were your highlights from the day and what would you like to see at the next event? To leave a comment and let us know your thoughts.