Behind a success story: How the NFL used digital marketing to grow a mainstream sports audience in the UK

Jamie King and Lewis Wiltshire
Additional contact information
Jamie King: NFL International, UK
Lewis Wiltshire: Seven League, The Windsor Centre, UK

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 2, 127-134

Abstract: The US National Football League (NFL) staged its first regular season game in London in 2007. Since then, London has hosted 28 games, featuring 31 of the 32 teams that make up the NFL. These games have provided local relevance in the market, while the season-long marketing approach taken by the NFL has grown the fanbase to the point where the UK can be considered ‘franchise-ready’ for an NFL team to move there at some point. This paper looks at how the NFL has used digital and social media marketing to appeal to this strong fanbase while continuing to bring in new audiences and deliver high levels of growth, with a view to making American football a mainstream sport in the UK.

Keywords: social media marketing; digital marketing; NFL; sport marketing; digital; social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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