How the NFL plans to break into Europe

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,...