How the NFL plans to break into Europe

Sam Peña-Taylor

The NFL, America’s National Football League, is building its brand in Europe with important lessons for challenger brands both inside and outside the sporting world.

It’s encouraging, in a way, that before any speakers begin, Todd Kline, Chief Commercial Officer at the Premier League club Tottenham Hotspur FC is arguing with an Arsenal fan in the front row at Advertising Week Europe (May 2022). Kline, an American, and his Gunner-fan interlocutor’s chat illustrates the challenge that the NFL faces in the UK and in Europe more broadly. Football culture – the kind of football that Americans call soccer – is far bigger than a sport. This is despite the vast commercial deals and the global impact of what happens on Saturdays up and down the...

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