How the NFL Rebuilt Their London HQ Into a Seamless, World-Class Collaboration Hub

When the NFL decided to elevate their UK Headquarters in the heart of London’s Leicester Square, they weren’t simply shopping for shiny new AV kit. They were chasing something far more ambitious: a frictionless, future-proof collaboration environment capable of connecting London to the rest of their global operations with absolute clarity, reliability, and consistency.

As one of the world’s most recognisable sporting organisations, the NFL has extremely high expectations for both quality and performance. And rightly so. Their people depend on real-time communication, cross-continent collaboration, and the ability to host everything—from intimate board meetings to high-impact Townhall events—without a single glitch.

But before the project began, the NFL’s London HQ faced challenges that many enterprise organisations encounter as they scale.

This is the story of the problems they had, the strategy we deployed, and the results they’re now experiencing.

The Challenges: When Growth Outpaces the Tech

1. Inconsistent AV standards across rooms

Like many global organisations, the NFL had a defined set of AV standards, but these weren’t fully implemented across their London floors. Different rooms had evolved in different directions over time, leaving staff with:

• different devices in each space

• varied user interfaces

• inconsistent performance

• unpredictable hybrid experiences

In simple terms: one room worked one way, another worked another way, and nobody knew what they were walking into.

For a high-performance brand, that fragmentation was holding staff back.

2. Boardroom and Townhall audio wasn’t meeting executive expectations

Large, multi-purpose rooms are notoriously difficult to get right.Bad acoustics, unclear speech pickup, and uneven audio coverage can torpedo the effectiveness of meetings that matter most.

Before the upgrade, the NFL’s key strategic spaces were experiencing:

• speech intelligibility issues

• inconsistent microphone pickup

• audio dead zones during larger gatherings

• limitations during all-hands meetings and executive presentations

These rooms weren’t delivering the clarity and impact the organisation needed.

3. A growing need to support multiple collaboration platforms simultaneously

In a modern enterprise, meetings don’t just happen on one platform.The NFL team moves fluidly between:

• Microsoft Teams

• Zoom

• Cisco Webex

• and various broadcast and production workflows

Their hardware needed to support this hybridity—without adding layers of complexity.

4. The user experience needed to be simplified and unified

Even the best equipment fails if it’s too difficult to use. Staff wanted a one-click, predictable interface that allowed them to:

• walk into any room

• tap a single touchscreen

• start a meeting

• adjust the room

• and get on with their day

Reliability was essential. Usability was non-negotiable.

Our Solution: A Fully Integrated, Enterprise-Grade AV Ecosystem

To solve these challenges, SPOR delivered a strategic and future-proof AV solution built directly on the NFL’s global AV standards—ensuring long-term consistency across every room and every region.

1. Cisco Room Devices in Every Major Space

Cisco Room series devices formed the backbone of the collaboration standards we deployed. This gave the NFL:

• seamless compatibility with Teams, Zoom, Webex & more

• intelligent camera framing

• enterprise-grade room acoustics

• consistent interfaces across all rooms

• reliable, scalable hardware that “just works”

This single decision alone removed a huge amount of friction from day-to-day operations.

2. Crestron DM NVX AV-over-IP for Distribution

We implemented Crestron NVX to handle the distribution of video throughout the building.This delivered:

• zero-latency switching

• flexible routing

• scalability for future expansion

• simplified central management

• easy integration with signage and broadcast systems

NVX created a stable digital backbone that connects every room, display, and device.

3. Q-SYS Audio Processing + Shure MXA Ceiling Microphones

For Townhalls and executive boardrooms, high-end audio was essential.

We installed:

• Q-SYS DSP for intelligent, dynamic audio processing

• Shure Microflex ceiling arrays for pristine voice pickup

• a tuned loudspeaker environment optimised for speech clarity

Large spaces are always complex, but with Q-SYS and Shure working in harmony, audio is clean, consistent, and natural—no matter the audience size.

4. Tripleplay IPTV & Digital Signage

To align communications throughout the building, we implemented Tripleplay for:

• IPTV streaming

• internal messaging

• branding and digital signage

• content scheduling and distribution

This allowed the NFL’s London team to maintain consistent messaging across every floor.

5. Fully Custom Crestron Control Interface

Every space—no matter its size—now shares:

• the same touchscreen UI

• the same control logic

• the same room behaviour

Lighting, audio, displays, microphones, sources, and calls can now all be controlled intuitively.

This is one of the most overlooked aspects of AV integration, yet it delivers the biggest day-to-day impact.

The Townhall: The Hero Space

One of the stand-out achievements of this project is the Townhall environment.

It was fitted with:

• a large-format LG display as the central presentation focal point

• Cisco EQ codec with dual 4K PTZ cameras for multi-angle hybrid events

• a bespoke Crestron control interface

• Crestron NVX distribution

• Q-SYS audio throughout

The result is a truly multi-purpose space that supports:

• live-streamed events

• all-hands meetings

• hybrid townhalls

• executive briefings

• multi-camera productions

It’s now the go-to room for major internal communications.

The Result: A Headquarters That Finally Performs Like One

After the integration, the NFL is now using their spaces to their full potential.The transformation has been profound:

• Meetings start immediately — no “tech warm-up time.”

• Audio is clear, natural, and evenly distributed across every audience size.

• Staff no longer bounce between inconsistent room setups.

• Hybrid collaboration feels fluid and reliable.

• The Townhall space now supports high-impact events without compromise.

• IT teams enjoy a scalable, manageable AV backbone.

  
  

The feedback speaks for itself:

“Outstanding AV vendor — meticulous, knowledgeable, and endlessly accommodating, ensuring exceptional installation, service, and support.”— Will Salas, Audio Visual Production Engineer, NFL

This is what enterprise-ready AV should feel like: invisible, reliable, and effortless.

Want Your Meeting Rooms to Perform Like This?

If you’re planning an office move, refurb, or a technology refresh, start with our AV Bundle — the essential toolkit for future-ready meeting rooms.

Download the SPOR AV Bundle here

(Design templates, checklists, budgets, room standards + more)

Let us help you build collaboration that actually works.