The Kansas City Chiefs have brought a fresh design to one of London’s iconic black cabs, with the NFL franchise unveiling a one-off team-livery for the iconic vehicle at an event on The Queen’s Walk.
It is the first-ever brand activation to be conducted by the four-time Super Bowl champions in the UK and comes after the Chiefs were awarded marketing rights in the country as part of the NFL’s Global Markets Program (GMP) in March 2025.
Alongside the unveiling of the branded London black cab, the Chiefs also enlisted the help of England Rugby legend and NFL fan Ugo Monye to give UK superfan Thea Lawson the surprise of a lifetime with an all-inclusive trip to Kansas City to watch the team in action later this year.
“The UK has so many avid American football fans and has long supported the NFL’s international efforts, so we are excited to have officially entered the UK market and begun sharing what makes Chiefs Kingdom so special with fans here,” Chiefs Executive Vice President and Chief Media and Marketing Officer Lara Krug said.
“We were welcomed with open arms during our stay as we unveiled our custom London cab, and we can’t wait to have more activations and opportunities to engage with fans here.”
“We’re thrilled to welcome the Chiefs to the growing number of NFL clubs active in the UK through the Global Markets Program,” said NFL U.K. & Ireland General Manager Henry Hodgson.
“Our fan base in the UK and Ireland continues to grow at pace, and as more fans pick and follow a favourite team, there’s a major opportunity for both the NFL and clubs like the Chiefs to build lasting connections and engagement.”
Launched in 2022, the Global Markets Program awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events, commercial opportunities and NFL Flag development. 2025 will see a total of 29 clubs participate in the program across 21 international markets.
Chiefs Kingdom has seen significant growth internationally in recent years through the GMP, with the team awarded international marketing rights in a total of seven markets (UK, Ireland, Spain, Mexico, Germany, Austria, and Switzerland), amongst the highest in the NFL.
On the field, the Chiefs have enjoyed strong success internationally, remaining undefeated in regular-season international matches and becoming the first NFL club to win regular-season games in four different countries (United States, United Kingdom, Mexico, Germany). The reigning AFC champions will also kick off their 2025 season internationally, taking on the Los Angeles Chargers at Corinthians Arena in São Paulo, Brazil.
UK Chiefs fans can stay up to date on the latest news from Kansas City and hear about future UK activities by visiting https://www.chiefs.com/international/unitedkingdom/. Follow them on social platforms, @chiefs on X, Instagram and TikTok.
