The NFL is continuing to push their brand to fans outside the United States. I take a look at what the NFL has done, is doing, and could potentially do when it comes to increasing their brand on a worldwide perspective and what some questions may come about from it.

1. NFL GLOBALIZATION
By: Kyle Schroeder

2. ARTICLE REVIEW
• NFL announced the HoustonTexans will play the Oakland Raiders next
season in Mexico City for the first time since the 2005 season.
• Houston’s close proximity towards to Mexico City has generated the interest
on their part in order generate more fans.
• Since 2007, 14 NFL Games have been played in London as part of the
international series.
• http://espn.go.com/nfl/story/_/id/14714387/mexico-city-host-houston-texans-
oakland-raiders-game-2016

3. GLOBALIZATION
• Globalization: The tendency of businesses,
technologies, or philosophies to spread throughout the
world, or the process of making this happen.

4. NFL GLOBALIZATION
• Expands the brand of the National Football League to different
parts of the world.
• The NFL’s main target to date has been Europe since the end of
the NFL’s “NFL Europe” League
• The NFL over the past few years have looked to globalize their brand.
• Throughout the presentation I will take a look at some the ideas that
have been tossed around by the NFL and also what they are looking for.

5. NFL GLOBALIZATION(CONT.)
• The NFL has experimented with expanding their
brand globally so far by playing games in both London
and Mexico city with the potential for other locations.
• Fan-Interest is being judged by the league to
determine what teams are most like in the foreign
country, and the likely hood a team could be
sustained outside of the US.

6. MEXICO CITY
• The 2016Texans, Raiders game will not be the first. In 2005 the
Arizona Cardinals took on the San Fransisco 49ers in Azteca
Stadium (Estadio Azteca).
• At the time in 2005, it became the most attendance every at an
NFL game. (103, 467 fans)
• It was referred to by locals as the “Mexican Super Bowl”

7. MEXICO CITY
• With those numbers and positive reaction in mind, it is a
surprise they haven't been back to Mexico before this
upcoming season.
• If all goes well and the fan turn out is positive, especially in
Houston’s case, I would expect them to return for games
in Estadio Azteca in the years to come.

8. NFL EUROPE
• NFL Europe was a league founded by the NFL in 1989.
• The hope was that this league could become a professional football league for the
people of Europe, but it didn’t gain nearly enough traction as a whole taking a
backseat to soccer overseas.
• The league ended in 2007 when NFL Commissioner Roger Goodell announced it
was going to be losing 30 million dollars the during the next league year.
• Countries featured in the league included Canada(1991-1992),
Germany(1991-2007), Netherlands(1995-2007), Spain(1991-2003), U.K.
(1991-2004) and the U.S.(1991-1992)

9. NFL INTERNATIONAL SERIES
• Starting in 2007 (after NFL Europe shut down) the NFL began it’s
International Series in London, England.
• From 2007-2012 there was one game played in London per season, two in
2013, and since then there have been three games per season.
• All of the games in London have been played a Wembley Stadium

10. REASONS FOR LONDON
• London provides the best stadium and venue available to the NFL for
hosting a game.
• As the capital and most popular city in England it allows for the most
potential, providing the most fans and great opportunity.
• The NFL has long been looking to maybe move or add a team in
London and playing these games there gives a litmus test on what the
fan response to a team may actually be.

11. POTENTIAL LONDON
FRANCHISE
• As another part of the NFL’s test of fandom in London, the
Jacksonville Jaguars will be playing one game in London till 2020.
• This is a test for both parties as the NFL wants to see how it
reacts to having a team that is there often as opposed to just a
one time trip, as for the Jaguars, their franchise is struggling with it’s
attendance and has been rumored for a potential relocation.
Potentially it could be Jacksonville.

12. POTENTIAL LONDON
FRANCHISE
Pros
• Increases the amount of fans of the NFL brand by adding a whole other country of fans.
• Would add another marquee market for the league.
• IncreasedTV deals and revenue
Cons
• Other teams would have trouble traveling over seas to play games.(under current rules, if a team plays in
London they have their bye week the next week)
• Fatigue and travel would cause problems with players and their productivity decrease. Product decrease
• What team would be willing to take that risk if it is a relocation?
• Risk is greater than reward.

13. 2016 LONDON EXPANSION
• In 2016, the NFL will be returning to London for three more
games but for the first time one will not be at Wembley
Stadium but atTwickenham Stadium.
• This is an example of the NFL expanding it’s range inside of
London itself. It will be interesting to compare and contrast
the results betweenTwickenham and Wembley attendance
next season.

14. POSSIBLE NFL GAMES IN
GERMANY
• In October 2015, it was revealed that the NFL was considering
Mexico and Germany for NFL games in 2016.
• Since they have announced that Mexico will be hosting a game
next year rather than Germany I would not be surprised to see
Germany host a game as early as 2017.

15. NFL IN GERMANY
• After the UK, Germany appears the next most likely target
for the NFL within Europe.
• Germany had some success within the NFL Europe League
showing that fan support for the game is there.
• Cities being mentioned in Germany include Berlin,
Düsseldorf, Frankfurt, or Hamburg.

16. OTHER POTENTIAL COUNTRIES
TO HOST NFL GAME
• Australia
• Brazil
• Puerto Rico
• Canada (Buffalo Bills play inToronto on occasion)

17. QUESTIONS
• What type of new things can the NFL do to try to
generate fan interest in the global markets they
are looking for? Super Bowl out on country? Pro
Bowl?
• What new countries will the NFL look to play
games in, within the next few years?

18. QUESTIONS (CONT.)
• Will the NFL ever have a team located in the
outside the country, and what would it take to get
that to happen?
• How will American football stack up against soccer
in some of the nations the NFL is targeting? Will
that stop the NFL from globalizing at some point?

19. MORE MAJOR QUESTIONS
• How would a team in London work in with the
fabric of the current NFL, when it comes to
division and conference?
• Will teams be limited to only one out of country
game per season? Multiple could give that team an
unfair disadvantage.

20. SOURCES
Global touchdown:Why the NFL loves London - CNN.com. (n.d.). Retrieved February 06, 2016, from http://
www.cnn.com/2012/10/26/sport/nfl-london-franchise-patriots/
Jacksonville Jaguars will play one game in London through at least 2020. (n.d.). Retrieved February 08, 2016, from
http://sports.yahoo.com/blogs/nfl-shutdown-corner/jacksonville-jaguars-will-play-one-game-in-london-through-at-
least-2020-160549364.html
NFL International Series - NFL.com. (n.d.). Retrieved February 08, 2016, from http://www.nfl.com/international
NFL considering a game in Germany or Mexico next year. (n.d.). Retrieved February 08, 2016, from http://
profootballtalk.nbcsports.com/2015/10/02/nfl-considering-a-game-in-germany-or-mexico-next-year/
Raiders,Texans to play in Mexico City in 2016. (n.d.). Retrieved February 05, 2016, from http://espn.go.com/nfl/story/
_/id/14714387/mexico-city-host-houston-texans-oakland-raiders-game-2016