Lessons from NFL’s International Expansion
Great news that the NFL is expanding to Australia. There’s no more fitting venue than the iconic MCG to be the latest outpost for the sport.
This got me thinking, as it’s Super Bowl week, about how strategic approach of the National Football League (NFL) to global expansion and how it offers valuable insights for businesses looking to grow internationally.
1. Market Testing
The NFL started with pre-season exhibition games in the 1990s in the UK, Canada and Japan, which evolved into regular season games in London back in 2007. The growth of London into three games a season has created a model for Germany; Brazil; Spain and now Australia. Each expansion is carefully planned and meticulously researched.
2. Strategic Approach
A key aspect of the global roll-out has been the NFL’s Global Markets Program launched in 2022, which awards NFL clubs international marketing rights to build brand awareness. So far 25 teams have been granted rights in 19 markets as diverse as Nigeria (Cleveland Browns); Korea (LA Rams) and Argentina (Miami Dolphins), along with as many as 10 teams with rights in the more established markets like the UK; Mexico and Germany.
3. Deep Roots
The success of the London games is in no small part, to the deep relationships that the NFL has built with the venues like Wembley and Tottenham Hotspur Stadium; media organisations; economic development and visitor organisations; and local communities, schools and youth groups. These partnerships provide access to existing infrastructure, local expertise, and established audience bases.
4. Core Product Quality
Crucially the NFL has not diluted its core product. The league never compromises on the fundamental quality of the offering - the game itself. There is a balance between localisation and ensuring the core value proposition remains intact.
5. Digital Engagement
Underpinning the games and associated events is a year-round leverage of social media, streaming platforms and digital content to engage fans around the world and build local support base. This multi-channel approach is creating a strong pipeline of new, younger fans around the world that creates a solid base for future expansion.
The sport has come a very long way in the UK since 1982, when Channel 4 first screened highlights and I, along with a load of wannabe Joe Montanas and Dan Marinos joined teams like London Ravens; Brighton B-52s; Manchester Spartans; Stoke Spitfires and in my case Crewe Railroaders!
Like all international expansion stories there have been countless setbacks and bumps in the road, but through trial and error, perseverance and a strategic, informed approach, the NFL has become the most successful sports league in the world.