Tasked with building hype and anticipation for Super Bowl LX from London, Underground Fan Club partnered with National Football League UK & IRE and BOX Bar Piccadilly to create a fan-first warm-up experience that captured the energy of Super Bowl week, long before kick-off in the US.

Hosted by NFL broadcaster Neil Reynolds, alongside former NFL players Jason Bell and Efe Obada, the night blended insider insight, live entertainment and genuine audience interaction. Designed to feel informal and unscripted, fans were active participants rather than passive spectators, from on-stage moments to a crowd-favourite game of Chuck It In The Bucket.

The energy stayed high throughout, with surprise appearances from GB athletes Montell Douglas, Nathanael Mitchell-Blake and Shaunagh Brown, and an impromptu Efe Obada jumping on the decks alongside Krystal Roxx. Every element was curated to maintain flow, connection and atmosphere.

By creating a space where fans and talent felt equally comfortable, trusted and fully engaged, the result was a London-based warm-up that genuinely built excitement for Super Bowl LX and delivered a night that felt impossible to replicate anywhere else.