NFL Returns To Its Unofficial Second Home - London...
The NFL has hosted more games in London than any other international city and will be hosting it's 34th, 35th and 36th games this October...
Happy new week,
Still following on with the theme of American football, this week’s newsletter will be on the NFL coming to London and its ripple effects. The Atlanta Falcons and the Jacksonville Jaguars will be going head-to-head at Wembley Stadium this Sunday. The Buffalo Bills will take on the Jacksonville Jaguars, and the Baltimore Ravens will face off against the Tennessee Titans at the Tottenham Hotspur Stadium the following Sundays. Three exciting matches for NFL’s international fans!
The NFL started its International Series in 2007 and each NFL season since 2007 has featured at least one London matchup with the exception of 2020. Last year, the league introduced a new format for the NFL’s International Series. The 2022 campaign featured five games and 10 teams heading to three different countries. Along with the NFL’s usual stop in London, the league returned to Mexico City, Mexico, for the first time since 2019 and played its first game in Munich, Germany. By hosting games outside the US, it has grown the league and the sport internationally, making it more accessible to global fans.
Talks of the NFL establishing a London franchise have been going on for some time now. As you can imagine, there are a lot of logistics to work around in order to make this possible. Flights from New York City to London take only about an hour longer than flights from New York City to Los Angeles, so travel-wise it's doable but that’s only one piece of the puzzle.
There are a lot of commercial benefits to the NFL coming over to London. There will be an increase in foot traffic and international tourism. Game days will draw thousands of fans to stadiums and sports bars across the UK. This surge in foot traffic presents a golden opportunity for local businesses, including restaurants, bars, hotels, and retailers, to cash in on the excitement. The NFL's arrival will undoubtedly attract international visitors who want to experience American football in a new setting. Hotels, transportation services, and tourist attractions are expected to benefit from this influx of sports tourists.
There are great digital and media opportunities for the NFL and teams that come to the UK. They have a chance to create content on UK platforms and be introduced to a wider international audience. UK platforms can also increase their reach and create content for NFL fans whether that’s through creating engaging social media campaigns or sports analysis shows. Also, there’s a great opportunity for crossover content between UK sports stars and American football stars.
Beyond serving its global audience, the NFL will also be engaging with the London community through its foundation and partnering with eight community organisations across 13 London boroughs. The community partners will work with over 2,500 young people, 58% of whom are female and 75% who are from a diverse ethnic background, helping underrepresented youth have equal access to opportunities. This is a great example of how American sporting organisations can increase their global reach while creating a positive social and economic impact on the local community.
The NFL coming back to the UK serves as an interesting and profitable opportunity for many. To stay ahead of the game, businesses should consider strategic partnerships, marketing campaigns, and customer engagement plans tailored to the NFL's arrival. The impact is not limited to a single sector; it extends across industries, offering diverse avenues for growth and profitability.