Because the San Francisco 49ers were the 'home' team against Denver Broncos for the Sunday (31 October) match, Ignite was charged with creating an atmosphere of support for the Californian side.
On Saturday 30 October, a day before the match, Trafalgar Square became a scene for a NFL and 49ers-based party, complete with a stage and performances from the team’s Gold Rush cheerleaders and dancers.
The next day a ‘tailgate’ party took place outside Wembley Stadium, featuring a mock Golden Gate Bridge, various games areas, and a central ‘pitch' with seating where shows were put on for fans. More than 35,000 match ticket holders made their way to the party.
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