Celeb & Ent

NFL ‘pivoting’ away from having London franchise

In a significant shift in strategy, Brett Gosper, the NFL’s head of Europe and Asia-Pacific, announced that the league is moving away from the idea of establishing a permanent franchise in London. Instead, the NFL is pivoting towards enhancing its international presence by hosting a greater number of games outside the United States. This decision comes in light of the league’s ongoing efforts to tap into the growing global fanbase, particularly in Europe and Asia-Pacific, where American football has been steadily gaining popularity.

Gosper emphasized that the NFL is committed to promoting the sport internationally, but the logistics and complexities of maintaining a full-time franchise in London have prompted this strategic change. The league has already seen success with its International Series, which has featured games in London since 2007, attracting large crowds and generating significant revenue. For instance, the 2022 season saw the NFL hosting multiple games at Wembley Stadium and Tottenham Hotspur Stadium, drawing thousands of fans eager to experience live American football. By focusing on these international games, the NFL aims to create a more sustainable model that allows for engagement with fans across various countries without the challenges of a permanent team.

This new approach aligns with the NFL’s broader vision of becoming a truly global league, as evidenced by its recent partnerships and initiatives in regions like Mexico and the UK. The league’s emphasis on expanding its international footprint through a series of games rather than a single franchise reflects a practical understanding of market dynamics and fan engagement. As the NFL continues to explore new markets and opportunities, this pivot could lead to increased visibility and popularity of the sport, ultimately benefiting the league and its stakeholders in the long run.