Will American Football Ever Be a Worldwide Sport?
Every time the question of sports franchises with global followings arises, soccer, basketball, and probably cricket come to mind way before American football. But the National Football League has, over time, been making calculated moves to expand its reach beyond American shores. The goal? To turn American football into a global sport. But can a game so quintessentially American ever achieve the type of worldwide popularity enjoyed by soccer?
The NFL’s Global Strategy
The NFL has been eyeing international markets for quite a while. Over the last decade, it has really looked to expand its global fanbase. Perhaps you’ve heard of the NFL International Series, which includes games played in London, Mexico City, and even Munich.
Those events have gone well, with packed stadiums and a generation of buzz in markets where American football is far from a mainstream sport. If you’re feeling the excitement and want to get more involved, you can click here to place a bet on one of the popular games.
Only the NFL games in Wembley and now in Tottenham Hotspur Stadium in London are an occasion to look forward to. The tickets sell out fast, reflecting a more genuine desire for the sport beyond North America. Bringing the game straight to international spectators is a means for the NFL to build excitement, but more importantly, loyalty. It’s a clever move, as there’s nothing like the thrill of a live game to hook new fans.
Broadcasting Across Borders
The NFL’s international growth isn’t just about playing games outside native shores but also about making the sport available to viewers around the world. The league has been active in netting broadcasting deals beyond its shores. It has signed contracts with major networks and even streaming platforms that carry games, highlight packages, and even analysis shows specifically designed for an international audience.
For example, NFL Game Pass offers every NFL game content, both live and on-demand, to fans in over 180 countries. From Germany to Australia to Brazil, fans can tune in and follow their favorite teams and players. This access is a critical aspect of the NFL’s global strategy: the easier it is to watch the games, the higher the likelihood of casual viewers becoming hard-core fans.
Success Stories and Growing Markets
The NFL has found pockets of success in various countries. For instance, the London games have spurred a noticeable increase in local interest in the UK. Amateur leagues and clubs have sprouted, and some UK universities now offer American football programs. Germany has also emerged as a burgeoning market, largely due to the strong following it had given NFL Europe, which played from 1991 to 2007.
Other key markets include China and Mexico, each of which the NFL has been targeting of late. In Mexico, American football has a surprisingly long history, with programs in some colleges and high schools dating back decades. The league’s annual game in Mexico City is a sell-out event, broadcast to millions. China, however, is a more challenging market; the league’s efforts have been met with mixed results in that country, where basketball and soccer rule.
The Youth Factor
If the NFL is ever to become a global sport, it needs to start with the youngest in society. The league has been investing in youth programs and flag football initiatives around the world. Flag football is a contactless version of the sport. It presents one of the safest and most accessible avenues through which kids can acquire knowledge and an appreciation for football. This attention to youth participation is a smart play. If the NFL introduces the sport through schools and communities, it can work at developing a future fanbase that looks upon American football as just another given in their sports culture.
A Game in Progress
The NFL’s global expansion remains a work in progress. American football may never unseat soccer as the world’s favorite sport, but it is quietly building a loyal international following. For those who love the game, that’s nothing but good news. Whether you live in New York, London, or Tokyo, the NFL is doing its best to bring the game closer to your door. So, will American football ever be a worldwide sport? Perhaps not as much as soccer is, but it is certainly a sport making its case. Pretty impressive.
