Walt
The National Football League has, over the last several years, been trying to grow its footprint beyond the United States. Given that Super Bowl viewership has held relatively steady since 2010 – with a notable dip between 2018 and 2022 – it makes sense that the NFL wants to become a truly global brand and increase overseas revenues.
That’s easier said than done for a sport and league that is so centric to one very specific country. This is especially true when that country is among the most influential in the world outside of sport. Even so, the UK has been the focus for nearly two decades now, with their efforts set to ramp up in collaboration with a London-based PR firm.
The Obvious Audience to Target
A lot aligns for the NFL to target the UK market. Not only is it among the biggest sports markets in Europe, but they speak the same language and kick-off times on Sunday align nicely. Generally, Red Zone will start with very little left of the last Premier League game of the weekend, catering to hours of viewing that doesn’t require much effort.
Following this logic, the NFL kicked off it NFL International Series initiative in London in 2007 with the New York Giants against the Miami Dolphins – easily two their most recognizable and iconic teams. Visits each viable year has culminated in a three-game slate across two stadiums in 2026, two of which feature the Jacksonville Jaguars.
The London NFL games have been the proving grounds for the gradual rollout of an even more international effort. Now, Spain, Germany, Mexico, Brazil, and Ireland have played host to regular season games. Even without a team playing out of Wembley or the Tottenham Hotspur Stadium, it’s clear that the NFL has a home in the UK.
Growing the NFL Audience in the UK
As it stands, the NFL is well-known but not overly popular in the UK. The games in London sell out very quickly and it’s extremely hard to get tickets, but public opinion can be seen as low. The result of a public opinion survey in the UK points to an 85 percent fame rating, but only a 24 percent popularity score. It’s even disliked by 34 percent.
Languages aside, the US and UK are incredibly different, with American advertising and promotion efforts rarely doing well in the UK. In fact, the added “hydration break” in the US co-hosted World Cup is widely loathed as a way for more American commercials – even if the footage doesn’t break for adverts in the UK.
A more subtle approach that provides value tends to be required in the UK. TV ads and public stunts are tried-and-trusted, while some brands have found creating specialized slingo slots also boosts engagement. Slingo The Godfather and Discovery’s Gold Rush Scratch have gone over rather well and offer entertainment value.
An official, immersive NFL experience in this arena could offer a similar style of promotion. It’s this kind of thinking that may be going on at the new UK PR agency drafted in to support NFL UK, Ready10. Even if not, they’ll certainly know the better approach to connecting to British fans to bridge the gap between the US brand and the target audience.
It’s clear that the NFL wants a bigger and more dedicated fan base in the UK and to improve the perception of the league there. Hiring a crack PR firm from London is easily the best way to commence this process.
