The Work


Mexico City Game Décor

In November 2017, the NFL returned to the historic Estadio Azteca in Mexico City as part of the League’s International Series. This second annual game saw the Oakland Raiders take on the New England Patriots in front of nearly 90,000 attendees, extending to 23 million incredibly dedicated Hispanic NFL fans across Mexico.

GMR was awarded the bid to exclusively develop the visual identity, produce all assets and design all creative event decor in support of this momentous game. Understanding that fans in Mexico City are different than fans who traveled to watch their home teams play, we were committed to welcoming both groups and appealing to the massive, diverse audience through design.

GMR’s Creative team produced a comprehensive and completely customized look and feel for the 2017 NFL Mexico Game, which included overall design concept and strategy, all creative assets, style guide and design of all stadium
graphics—both interior and exterior.

Put our award-winning experiential team to work

Massive banners adorned the exterior of the stadium and fan plaza, and graphics wrapped the interior stadium bowl. We also produced all team-specific décor in team locker rooms, team hotels and extended the aesthetic into the NFL’s League headquarters hotel in Mexico City. The team developed close to 250 décor elements in all.

Our creative partnership with the NFL continues to push the limits of interactive, impactful décor, engaging fans at all levels.


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