Reflecting on the 2025 NFL season it is time to reflect on how this sport continues to expand every year in the UK.
The marketing and promotion of American Football in International markets, particularly in the UK has continued to grow every year. With 9 International games to come in 2026, 3 of these are in London.
The NFL have made a clear commitment to expanding the game internationally into countries such as the UK to help grow the viewing numbers and engagement. As American Football is the most watched sport in America, it makes sense to expand into other countries.
The coverage of the sport in the UK continues to grow every year with Sky Sports offering full coverage and analysis every season as well as a weekly podcast. The NFL team on Sky: Phoebe Schecter, Neil Reynolds, Ndamukong Suh, Hannah Wilkes and Jason Bell play an important part in expanding the game.
The knowledge and character of the team helps explain the rules and tactics as well as increasing engagement. This allows for newer fans to gain an understanding of the sport whilst also keeping the content engaging for returning fans.
Sky Sports utilise other high-watched sporting events such as the Premier League to advertise NFL games to an audience that are more likely to engage with the sport.
This could be during matches or through social channels such as YouTube, utilising Premier League stars such as Jarrod Bowen to promote the sport as shown in this video, https://lnkd.in/eVepizkK
There is a clear effort to expand the NFL into new markets such as the UK, with broadcasting channels such as Sky Sports playing a big part of growing the sport in the UK. There has already been increasing growth in recent years and I look forward to seeing further growth in years to come!
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