UK-based ★ NFL focuses on promotional activities in the UK

The NFL (National Football League) is intensifying its promotional efforts in the UK. The league aims to cultivate the UK as a major market outside the United States. Ad Age reports.

In September, the NFL signed a two-year broadcast deal with the BBC to attract "American" football fans in the UK. The channel live-broadcast all three International Series games held at London's Wembley Stadium in October and November. Currently, it airs a weekly special program, "Race to Super Bowl 50," featuring highlights from regular season games. The Super Bowl final, scheduled for February, is also slated for live broadcast on the BBC. Additionally, the pay-TV channel Sky Sports will broadcast 103 regular season games.

The NFL also plans to expand the number of regular-season games held in the UK. In July, it signed a deal with English soccer club Tottenham Hotspur to hold at least two games per year at the club's new stadium, currently under construction, starting in 2018 and continuing for 10 years. It also agreed with the rugby stadium Twickenham to hold at least three games per year for three years starting next year. The NFL has held regular-season games at Wembley Stadium since 2007 and has extended its contract with the stadium (for at least two games per year) through 2020.

NFL sponsors are also intensifying their advertising efforts. Budweiser USA launched a special packaging product ahead of the International Series. Pepsi Max USA ran a campaign where fans could express their passion for the NFL at vending machines installed at Wembley Stadium to receive free products.

Sarah Swanson, who oversees NFL UK's marketing division, expressed her ambition: "We want to transform it from a sport known only to those familiar with football into a sport known to everyone."

Marching down London's main streets for the International Series promotion (Credit: Courtesy NFL)

Source: Ad Age

NFL Ramps Up U.K. Marketing as It Seeks Mainstream Audience Beyond U.S.