Nfl International Series Case Study

NFL International Series Case Study

Andrea Lenhart

Northeastern University

TCM 6070

Dr. Bob Goldwasser

June 3, 2011

Case Recap

For nearly two decades, the National Football League (NFL) has attempted to expand into the global market by exporting teams and players internationally. Despite its major success in the United States, adoption in foreign markets of American football has had little international success, as compared to other sports such as soccer and tennis. After the NFL’s fifteen year failure of its NFL Europa, the NFL reworked its plan to penetrate foreign markets by exporting real NFL games abroad via its NFL International Series.

Problem Identification

The problems facing the NFL’s penetration into foreign markets are considerable. First, American football is perceived as an American game. It does not have the international appeal that sports like soccer has. Second, while those surveyed in London in 2007 reported that they responded to the strategy of American football, it remains a complex sport. If people cannot understand the game, they are less likely to become interested in it. Third, the NFL is a business. While its game might have some international appeal, it must be profitable in order to be sustainable.

Case Analysis

The NFL has had enormous domestic success in the United States with annual revenues of $6.5 billion and 32 teams worth around $1 billion each. (NFL International Series Case Study) Its appeal in the United States is widespread; team following and loyalty unites cities, is the source of debate and discussion on popular sports shows such as Sports Center on ESPN and is a Thanksgiving and Christmas day tradition in millions of households.

Bringing that enthusiasm overseas has proven challenging for the NFL. Attempting to duplicate Americans’ enthusiasm for a largely American game abroad is no easy feat; there are cultural implications, game comprehension challenges and the question of demand for American...