The NFL’s previous push into Europe lost $400 million. Why it’s trying again
The league's chief marketing officer is taking America's biggest sport across the Atlantic. After decades of failed attempts, this time may be different.
On October 25, the National Football League (NFL) will host its inaugural competitive match on French soil at the Stade de France, marking a significant step in the league's strategy to strengthen its presence in Europe. This is part of a nine-game international tour this season, spanning four continents and seven countries, including London, Madrid, Melbourne, and Rio de Janeiro.
NFL Chief Marketing Officer Tim Ellis emphasizes that the game's primary purpose is to generate excitement, spark conversation, and attract media attention, rather than focusing on the 80,000 tickets available for the event. Ellis points out that the league is garnering genuine interest overseas, with London hosting 45 games by the end of the season and Melbourne and Paris expected to draw large crowds.
Ticket interest for the Melbourne match has surpassed the Melbourne Cricket Ground's 100,000-seat capacity, with over 151,000 fans registering their interest, and more than 600,000 people joined the virtual queue for last year's Steelers game in Dublin. The NFL's focus on media rights, sponsorship, and merchandise deals is anticipated to far outweigh ticket and hospitality revenue, which Ellis describes as relatively minor compared to the league's long-term goals.
FIFA, too, has ventured into the American football market, joining Mexico and Canada in co-hosting the World Cup. Despite soccer's global popularity, it has struggled to gain the same level of fandom in the U.S. as it enjoys across Europe, with only 27% of U.S. sports fans expressing interest in the sport, compared to the global average of 40%.
Ellis credits FIFA's international success to their ability to "border-crossing stars" like Lionel Messi and their masterful storytelling, which the NFL aims to replicate. The NFL's previous attempts to enter Europe have faced challenges, with the first Intercontinental Football League plan in 1974 and the NFL World League in 1989 both folding before playing a single game.
The all-European circuit, NFL Europa, which operated from 1995 to 2007, incurred roughly $400 million in losses over 16 years due to limited revenue and fan apathy towards a watered-down version of the sport. Ellis, with his global experience in various industries and his passion for understanding different markets, believes he is well-positioned to bridge the gap and increase the NFL's international popularity.
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