This week, Anthony and I got the chance to experience a masterclass in client engagement, as the NFL Roadshow touched down in Manchester.

The meet-and-greet event brought a packed crowd to Old Trafford cricket ground on Tuesday, giving British fans a chance to meet a trio of star players from the Minnesota Viking and gain expert insight from Sky Sports’ Neil Reynolds and coach Jeff Reinebold.

The fact that two matches scheduled to be played at Wembley this autumn are both capacity sell-outs prove there is already plenty of appetite for American football this side of the Atlantic, but the event we attended really made everyone in the room feel a part of the NFL experience.

The packed event crammed in a series of Q and A sessions with Vikings stars Kyle Rudolph, John Sullivan and Harrison Smith, as well as plenty of audience participation through games and coaching tips.

The event was family-friendly and provided plenty of memorable moments for several of the audience members.

I know Anthony won’tforget the moment five minutes in when he caught a pass from Reinebold, whose infectious charisma and enthusiasm powered the two-hour showpiece.

But as well as getting fans pumped up for the 2013 NFL season, the sell-out evening managed to successfully convey the core values and messages of NFLUK, as well as enthusing the crowd to “spread the word” on these shores.

By the end of the night, when the players stuck around to sign autographs and take pictures with each and every audience member, there was plenty for everyone to take home, and any business should take a lesson from the NFL UK playbook when planning their own engagement activities.