GLOBAL

EXPANSION OF
AMERICA’S
GAME
NFL LONDON GAMES CASE STUDY
Table of Contents

3 Abstract

4-5 Background

6 Timeline

7 Mission Statement & Values

8-11 S.W.O.T Analysis

12-14 Elements of the Campaign

15-17 Page Principles

18-19 Stakeholder Responses

20 Conclusion

2
ABSTRACT
Football is the United States’ favorite sport. However, when the term
“football” exits American borders, it refers to what people abroad know as
soccer. Being restricted to one country is a clear limit to expansion for the
National Football League. With this under consideration in terms of
long-term growth, Europe has emerged as a target for the NFL to
transcend geographic boundaries. Namely, the NFL has set its sights on
London, the capital of England and the United Kingdom.

In 2007, the NFL began the London Games, which featured its first game
paired with a cohesive public relations strategy (Jordan, 2010). In 2023,
London hosted three games, and the city's economic impact was over
$370 million (ESPN News Services, 2023). This case study will provide a
comprehensive analysis of the London Games, exploring the intricacies of
the globalization strategies and their effectiveness. The case study will
unravel how the NFL’s campaign has been received by stakeholders and
whether or not it's been effective in reaching new audiences. The league’s
ultimate goal is to have a permanent presence in London through a
franchise based in the city while also meeting revenue targets along the
way, boosting American Football’s scope and diversity.

3
 BACKGROUND
The NFL began in 1920 with 14 teams located across the country. In the early
years, the number of teams fluctuated and the league faced stiff competition in
popularity from another football league, the American Football League (Gosling,
2022). In the 1970s, the two leagues merged together under the National Football
League name (Gosling, 2022). The league recognized the potential of television
coverage, establishing broadcast agreements that aired football games across the
United States. The Super Bowl, the NFL’s championship event developed into a
particularly large spectacle, and it is annually one of the most watched events of
the year. In 2023’s edition, Super Bowl 57, was the second most watched event in
American television history with 115 million viewers (Stoll, 2023). Today, it is safe
to say the NFL is ingrained into American culture.

Some of the factors that have led to the NFL’s success in the U.S. have had a
limiting effect on expansion. The NFL currently has over $100 billion in broadcast
contracts with NBC, FOX, CBS, ESPN, NFL Network, Amazon, and YouTube
(Belson and Draper, 2023). These deals show NFL games to American audiences.
Europeans haven’t had channels where they can just turn on the TV and start
watching. Without exposure, people cannot learn about football. Terms such as
touchdowns, fourth down, and sack, are literally foreign to the majority of
overseas audiences. England already has popular sports in soccer and rugby,
which are also a massive part of its culture. Football, although broadcast widely
and a weekly entertainment source for so many Americans, isn’t as embraced in
Europe due to the limited exposure and presence of established sports.

4
 BACKGROUND CONT.
In an effort to increase awareness and visibility of football in Europe, the NFL has
been playing games in London for 16 years. Recently, the games have set
attendance records with over 86,000 fans in Tottenham Hotspur’s soccer stadium.
The Jacksonville Jaguars are the one team to make annual trips to London,
developing an overseas fanbase along the way. It is widely reported that the
crowds in London have been made up of football fans in general who just want to
see a game. NFL commissioner Roger Goodell has spoken positively on whether
or not London could someday have its own NFL franchise, which would give the
people a team to rally behind (Lane, 2022). However, in 2015, Goodell hoped this
could be the case by 2022. That goal has not been met (Lane, 2022).

As of right now, the NFL has been operating at a loss in England. The league has
remained committed to expansion overseas anyway (Belson, 2015). In the United
States, recent ticket sales have produced similar revenues to the past, and the TV
revenue can’t grow much more, so developing a broader audience has become
integral for reaching its stated revenue goal of $25 billion by 2027 (Smith, 2019).
International viewers represent an untapped market for the NFL. Clearly, London
can fill a football stadium a couple of times a year. Whether that marks a win on
the road to having a team permanently based in London is the question. A team
would have to be worth having, such as through the interest of spectators and
media, which strategic public relations looks to build.

5
Timeline

First London game

2007 Giants defeated Dolphins
13-10 at Wembley Stadium

Twickenham
2016 Giants defeated Rams in the
first game outside of
Wembley Stadium

Tottenham
2019 Raiders defeated Bears in
Tottenham, marking start of
current partnership

NFL Academy
2021 NFL Academy is developed in
London to encourage playing
not just watching

The whole gambit

2022 The Packers played in London,
exposing all 32 teams to the
UK

6
 Mission Statement & Values

“Our mission

We are all stewards of football.

We unite people and inspire communities in

the joy of the game by delivering the world’s
most exciting sports and entertainment
experience” (NFL, 2019)
The NFL’s mission statement is directly related to its London campaign. Football was
developed in the United States and while it shares similarity to rugby and elements of
other sports, the London campaign is direct evidence of being stewards and
introducing the best parts of football to a new demographic that hasn’t had as much
exposure to it before.

With so many fans, the NFL understands its role in being a leader across multiple
different communities, it “bring(s) fans and communities from all walks of life
together to constantly celebrate a game that is constantly evolving” (NFL).

While multiple games have been played and there is a fan base brewing, there is talks
of furthering the NFL-London connection with a permanent franchise in the city. In
2018, Goodell said, “There’s no question a team could be successful here” (Benjamin,
2018). However, there are many logistical concerns that the NFL and potential
franchise owners have yet to overcome to actually put a team into action.

Fans, while open to the idea, already have allegiances to certain NFL teams so adding
a new team would be tough to sway fans (Bantock, 2021). It would also be a big
challenge to make them competitive right away even with compensatory draft picks.
Finally, the travel schedule is one of the biggest issues, and it’s just not logical for an
NFL team to travel hours every week across the sea.

By keeping in mind the loyal fan culture and understanding a different community
from the one in the United States, the vision of adding a team in London would need
thoughtful consideration. However, the London campaign has so far stayed true to its
self proclaimed responsibility and catered towards fans of a different culture, showing
that the NFL truly is a game that brings together all walks of life.

7
S Strengths

The NFL in London campaign has many strengths which is why it has been able to stay
popular for so long overseas (and the United States). First, the NFL in London campaign is
located in a cultural focal point of Europe and brings a new fan base to the league every
year. Secondly, it adds variance to the typical NFL schedule for United States fans.
Finally, the NFL has had success in parenting with UK organizations to take advantage of
their venues, which has contributed to the success of the campaign.

Fans in the United States grow up with American football as a part of their culture, so
some just get used to it. However, for British fans, it is a way to explore a new sport or
hobby and helps the NFL bring in additional revenue. In an article from Front Office
Sports in 2019, it reported that the NFL had brought in an NFL fan base of 13 million fans
since the birth of the campaign 13 years prior, which is the equivalent of 1 million new
fans to the league every year. Additionally, at the current point, all 32 NFL teams have
played in London (Ryman, 2022). Thus, the fan base has been exposed to each team and
each team can boast its own individual fans.

The NFL in London bolsters a unique viewing experience from the TV for US fans. While
the campaign is eurocentric, it still keeps in mind the United States. Because of the time
shift, the games take place in the morning, usually around 9:30 a.m. EST or 6:30 a.m. PST.
In a thread from 9 years ago, someone asked NFL fans of the Falcons and Lions if they
would wake up. The general consensus is that most fans who responded to this thread
would likely be awake for it. Someone even said “You’re telling me I can watch a live NFL
game at 6:30am? What a time to be alive”, as if just the time from afternoon football to
Sunday night football was too little. Thus, the NFL has such a loyal fan base that most
die-hard fans didn’t seem to mind the time change.

Finally, the NFL does not own many facilities in London, but they are taking advantage of
already popular venues. This season, the Jacksonville Jaguars “hosted” the Atlanta
Falcons at Wembley stadium, and won 23-7 in front of a crowd of 85,716, one of the largest
in NFL history. Teams have also played at Tottenham’s stadium, and Twickenham
Stadium, which all host culturally significant sports teams in London. Thus, it blends a
feel of familiarity with a refreshing twist for London fans and is symbolic of the mixed
culture.

8
W Weaknesses
There are a few weaknesses the NFL faces when looking at the NFL in London
campaign. Primarily, the appeal of football is still growing in London and is a tougher
sport to translate than other sports that are international. Secondly, the cultural
differences are a necessary barrier to break for the NFL to truly be successful in
London. Finally, the NFL in London games might deter some American fans from
watching because of the game being in a different time zone.

In a Reddit thread posted from 2022 where someone posed the question “What do
British people think about American football?” The responses showed that many Brits
were comfortable with watching their own sports. One fan didn’t understand the
constant commercial breaks we have. Additionally, they are confused and deterred by
the constant stoppage of play in American football considering Rugby and soccer are
more continuous. Someone claimed that they “have Cricket for that”. Additionally, a
user commented how the NFL does draw attention when they play in London, but
mostly “out of curiosity”. Thus, the NFL still has barriers to break to turn curiosity into
devotion.

Additionally, the NFL must also be considerate of British culture when it comes to
sports. The show In the popular show “Ted Lasso” when Ted is an American football
coach who takes over a British soccer team. The appeal to the American viewer of
small local towns rallied around a professional sports team is more appealing because
it isn’t as common in the US. The unwavering support for a Premier league team is
different from a lot of the casual fan bases in the United States. Additionally, the
tailgating culture and players as cultural icons with NFL players like Travis Kelce
dating Taylor Swift is something the British do not care as much about.

Lastly, the NFL placing games in London always risks losing viewers for neutral
games. In 2021, Roger Sherman wrote an article questioning the NFL’s game matchup
choices in London for the Ringer. Not only would this be a tougher watch and less
exciting game for those going for the first time compared to two heavy weight
juggernauts, it also is something neutral NFL fans would wake up for. Compared to an
important divisional series game like the historic Ravens vs. Steelers than many
neutral fans would even be inclined to tune into, fans have been more often treated to
teams who perpetually have struggled more often, as they save the primetime games
for national television in the United States.

9
O Opportunities

The NFL has two opportunities in London. The first is to develop a

geographic fanbase for each team similar to how fans in London support
a specific soccer team. The second is to become so popular in London
(and England as a whole) that they can add an expansion team that will
be guaranteed to garner support. This would also act as a gateway to a
greater European market.

One specific example of how the football (soccer) loyalty in London can be
an advantageous opportunity in London is the Jacksonville Jaguars. The
Jaguars are one of the least popular teams in the United States and from a
survey done on Statista, they have less than 1% of fans in the league
(Gough, 2023). However, in London, they are much more popular and
“profess itself to be the most well-supported NFL team in England”
(Barnaby, 2022). The team is owned by Shahid Khan who is extremely
familiar with the English Premier team given that he owns Fulham FC.
The Jags have taken advantage and played annually in London since
2013. They also have a UK fan group called the “Union Jax” which has
80,000 members, enough to nearly fill Wembley Stadium themselves.

As previously talked about in the NFL’s vision, there has been

consideration of expanding the NFL with a franchise team to London.
While this has been in talks for a while and nothing has come out of it,
they did open an NFL Academy in the UK in 2019 (NFL). Not only does it
show commitment to developing football’s popularity in the UK, but it
also is developing football talent in the UK given that many teenagers do
not play it. The team has many smaller leagues and is starting to adjust to
talent, but in 2022, five British American footballers competed in the
American football combine (Penfold, 2022). Thus, if done right, the NFL
can benefit immensely from the opportunity of expanding their league to
London.

10
T Threats
The most imposing threat the NFL faces is that the novelty of the sport will wear
off and the league will slowly fade away while competing with major sports such
as the Premier League, Rugby, and Cricket. Additionally, the NFL is an extremely
violent sport and if a gruesome injury could steer away fans. Finally, any public
relations issue the NFL or a certain player faces could cause problems for fans who
are not 100% committed to the NFL.

In an article from Insider in 2022, they said that many of the fans at the game were
neutral, giving it a “flat” feel to the game. While the Jags fans create an air of
excitement, the neutral spectators don’t develop a cultural feel of rivalry and
camaraderie that would happen in certain US games. In fact, some fans thought
that the best way to create a true fan base was to make the London Franchise, and
claimed that the passion and pride for an NFL team can’t be replicated until then.
In the UK, American Football does not crack the top 10 for popular sports, and is
behind boxing, soccer, cricket, rugby and field hockey to name a few (Misachi,
2018). Embedding itself into British culture and becoming a familiar sport is the
key to rivaling other sports.

The NFL is no stranger to violent injuries. While many fans have gone to a game in
London, there has not been a tragic injury such as paralysis or major head injuries
like there have been in football. Just last year in January, Damar Hamlin attempted
to tackle a wide receiver but Hamlin was hit in the chest. Hamlin laid motionless
on the field for 20 minutes and the game was called off as it was unclear his status.
He was in critical condition in the hospital and his heart had stopped on the field,
garnering national attention. Luckily, he has nearly made a full recovery and is
still involved with the Bills (AP, 2023). However, UK fans are not necessarily to this
type of injury that can occur, and seeing something like this live could create a
lasting stain on the NFL in London campaign.

Finally, with NFL players, coaches, and GM’s being such notable figures, any
positives they bring with them they also bring negatives. Thus, the NFL has to be
careful that a poor look such as Deshaun Watson, Antonio Brown, or Ray Rice
doesn’t strike a chord and directly affect the British fan base. If it does, it could ruin
the league’s reputation in London and halt the growing fan base.

11
Elements of the Campaign
The NFL has been utilizing all aspects of the Paid, Earned, Shared, Owned model to
build and promote the brand of the London Games. There is a lot of behind-the-scenes
work to increase awareness and ultimately have fans tune in on Sundays.

Paid media refers to paid advertising and placement, including online campaigns
such as pay-per-click. It is typically traditional forms of advertising. The NFL has
taken the traditional paid media route with broadcast deals with BBC and Sky Sports
(Lane, 2022). Being the two of the biggest sports providers in England, these are
effective locations for the NFL to place ads. They are also household names, which is
helpful because people will encounter the ads on these mainstream channels. BBC
and Sky Sports extend far outside of London, increasing visibility to all of England.
The NFL has also employed still paid advertising of physical signage throughout
London. Prior to the games, the NFL installs billboards and posters (Coneybeare,
2023). With so many passersby in the major city, the signage reaches a broad
audience. A more novel form of paid media is the NFL’s influencer marketing. The
league realizes the cultural difference of football and has relied on influencers to help
make it seem cool. Harry Kane, the Captain of England’s soccer team, announced the
team’s playing in this year’s London Games. People who admire Kane may be
influenced into an interest in football. He has spoken on how much he likes the sport,
creating a unique blend of modernness to the NFL’s traditional paid media means.

Earned media is published by a third party, which can help establish credibility
because it wasn’t paid for by the company. Strategic fan engagement events have
earned media for the NFL. NFL Experience London, for example, was a one-day, free,
open-to-the-public event that featured football challenges, mascots, cheerleaders,
merchandise, and photo opportunities (Coneybeare, 2023). To the naked eye, it just
seems like a fun event. The idea behind it was that it would attract media attention,
which it did. The South West Londoner, among others, covered the event, generating
positive buzz around NFL London (Coneybeare, 2023). Likewise, multiple outlets cover
when the NFL turns one of London’s most famous streets into a football zone. The NFL
earned media attention with a multi-million dollar stadium construction project at
Tottenham Hotspur stadium (ESPN News Services, 2023). The goal was to improve
football playing conditions on the full-time soccer field, but such a major project also
caught the attention of local, national, and international media, including the
Associated Press. Another way to earn media attention is through the team selection.
Rather than releasing who is playing in London with the rest of the schedule, the NFL
makes it into a bigger announcement. Journalists cover the story because it can affect
the game, such as with home-field advantages, travel time, conditions, etc.

12
Elements of the Campaign
(cont.)
For shared media, @NFLUK accounts are active on Instagram, YouTube, Facebook, TikTok,
and X. These accounts provide specific content that relates to NFL London, rather than
general football posts. For example, the most recent TikTok as of October 28 is an interview
with Sam Kerr, a famous soccer player in England. Prior to that, there were interviews with
British reporters asking players how their experience was in the stadium. The stadium
construction time lapse has a high of 4.7 million views. In addition to the UK accounts, the
main NFL accounts post about London. They have far more followers, creating an opportunity
to increase reach while also informing fans about the games. Some NFL teams have also seen
an opportunity to create accounts for their London fanbases. The Jacksonville Jaguars have
made the most trips to London, developing a fan base despite the distance from their home
field. They have made accounts for Jaguars UK fans, boasting 13,000 followers on Instagram.
It might be safe to assume that most followers haven’t been to Jacksonville, but it is still a
good start to a sense of community.

Owned media is what the company has complete control over. The NFL has an informational
page for the London Games on its main website. It features information for fans, articles,
game highlights, and videos. The page allows the NFL to frame its stories the way it wants.
Stadium information is very visually appealing when, in reality it might be mundane facts.
Blogs present the games in a positive light. Merchandise for London is sold on the website.
While not media per se, it still is a way to put the brand in front of more eyes. NFL produces
London Games and team specific clothing, to build the brand in general and create
camaraderie between fans of specific franchises.

13
 Examples of PESO:
NFL London in the Media

14
Page Principles
03
Listen to stakeholders
The first principle the NFL in London campaign understands is its ability to listen
to its stakeholders. For one, the most important stakeholders, the British fans, have
shown to be understood throughout this campaign. Additionally, the campaign also
took into account US fans and NFL executives as well.

In an article from ESPN in 2017, it called American football “a dirty little secret” for
British fans (Nevin, 2023). What the NFL understood was that it would take time to
lay the groundwork in the international game with its experiments in the 80s and
90s across Europe. Once it developed some attention and credibility from fans, it
was able to understand that people would actually want to go out and support the
game, even if it was “shy support” at first.

The British fans grew along with the marketing for the NFL London games as well.
One fan explained that before, British fans didn’t understand how to cheer for the
game, but now because of persistence and a growing fan base they do. Along with
this, they bring their own spice to the game. For instance, in the 2023 season for the
Jaguars game, a British fan gained notoriety on social media for his gameday outfit
supporting his favorite team, which was a British version to how a lot of Americans
dress for the game.

The NFL in London campaign has also been considerate of both US fans too. For
one, it gives NFL fans a different and fresh perspective on the NFL games. As
mentioned, football is on at a different time of the day which is appealing to fans
compared to the usual slate and the games hold different significance. Furthermore,
for fans who like to travel, it offers a new culture to be embedded in while watching
the game.

Executives also are given the freedom to develop their foreign market as they want.
While the teams are required to play a certain amount of games abroad by 2025,
they can play even more if they choose to do so like Jaguars owner Shahid Khan,
also an owner of Fulham Football Club who has helped develop a legion of support
by playing annually in London.
15
 Page Principles
06
Realize an enterprise’s true character
is expressed by its people
For the NFL in London campaign to be successful, the NFL employees in
London need to be positive representations of the best parts of the NFL.
First, the NFL employees based out of the US have to work with
representatives of the UK and their facilities. Secondly, the NFL employees
and players are showing willingness to learn and approach new markets
with an open mind.

The biggest part that shows how the NFL is a positive representation to the
game of football and the world of professional sports is how the employees
didn’t rely on themselves and worked with London to help host the games
and integrate the two cultures. As previously mentioned, the NFL has used
multiple British facilities to host these games instead of trying to be
uniquely American to do so. Thus, cooperation and trust between British
business and the NFL was a must in securing these facilities and their
expertise on the culture.

Secondly, for many NFL players and coaches, they grew up playing and
watching football solely in the United States. However, many coaches and
players have had nothing but positive things to say about the NFL in London
which further promotes the collaboration between two cultures, as the
players and coaches are the faces of the whole operation.

Tyler Shatley, a veteran who has played in London multiple times,

highlights sightseeing and different scenery as one of the best parts about
playing abroad (DiRocco, 2023). Even with the differences, he’s learned to
embrace them and has told the younger players on the team how to deal
with things such as jetlag. Thus, Shatley’s perspective shows that the
players are embracing the NFL in London rather than completely
disapproving of it.
16
 Page Principles
07
Remain calm, patient, and
good-humored
Finally, the NFL has remained patient and good-humored as, for
the most part, it is an entertainment league so it treats itself like
one. Thus, the realization that the league should be fun first and
foremost is definitely embraced.

Going back to the previous example, Sky Sports, a British network,

highlighted some of the most memorable NFL moments (London,
2023). Some were highlight plays, and some were funny moments
of the Jaguars mascot, which is something that the British don’t
carry along with them for sports games.

Additionally, while the NFL shows some initiative to be creative

and take advantage of different sports stadiums and switch up
marketing schemes for the game, it hasn’t rushed into something
drastic like the expansion league team, which needs careful
consideration and well-thought out planning.

17
Stakeholder Responses
1. Financial
Games in London have consistently filled the stadium, but still, it
hasn’t marked a major uptick in the NFL’s nearly $20 billion in
revenue (Belson, 2015). Such a large portion of the NFL’s revenue
comes from television, and viewership isn’t too well-established
there yet (Smith, 2019). Another factor is that the NFL must
reimburse teams for making the trip and not being able to play in
their own stadium. Although a seemingly poor financial move
right now, the league remains committed to the effort. The
majority of league executives see so much potential in the
overseas market in the long term that they support operating at a
loss (McCarthy, 2019).

2. Competition
Other major American sports leagues, the National Hockey
League, Major League Baseball, and the National Basketball
Association also have international efforts. Their efforts have
been arguably more successful, possibly because of the inherent
complexity of football. Basketball, hockey, and baseball are easier
sports for widespread audiences to grasp based on rules, creating
a competitive advantage for their leagues.

3. London
Deloitte has reported that a London-based team could give the
city more than $160 million per year (Jones, 2014). With such a
high economic impact, the city supports the NFL’s efforts. London
also hopes to someday host a Super Bowl, which the NFL has
discussed, but has yet to plan. The city has received the NFL’s
efforts well. Game attendance is high.

Continued on next page

Stakeholder Responses
4. American Fans
ESPN has been broadcasting the London Games to American fans.
However, ESPN has never disclosed the number of viewers. It instead sent a
vague press release saying this year’s Broncos-Jaguars game was the
most-viewed event on the streaming service (NBC Sports, 2022). It could be
because viewership was actually down in the U.S. and ESPN wanted to
present the information favorably. Possible explanations for a decrease in
American viewership are the time difference, the game being at 9:30 am
EST instead of a prime time, or since it was only on ESPN+. Americans
may not have cared enough to pay for it.

5. Media
It has been a generally positive reception by the media. The media in
London frequently mentions the economic impact to the surrounding eras.
NFL research suggests there are now 4 million avid fans in the country,
meaning they really care (Arthur, 2021). Four million is a large potential
audience. Negative media coverage centers around poor matchups and the
fans not really understanding what is going on, such as cheering for punts,
which is when a team sends possession of the football to their opponent.

19
Conclusion
Based solely on finances, this campaign could be
considered unsuccessful. However, with the
complexity of football and preexisting sports
dominating the market, the popularity of football will
take longer to grow than expected. The potential of the
London market is great, and some losses in the
short-term are simply growing pains of expansion.
There are barriers to quick adoption, but the NFL’s
commitment demonstrates its belief about the viability
of the campaign down the road.

Initial losses can be seen as a necessary investment

into the groundwork of global expansion and
establishing football as a more prominent sport at the
world-stage. This would pay dividends to both the
United States and the quality of the game as a whole.
On the journey to international success, patience and
persistence appear to be crucial.

CREDITS: This presentation template was

created by Slidesgo, including icons by Flaticon,
and infographics & images by Freepik

20
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