IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2021v9i2p127-134.html
   My bibliography  Save this article

Behind a success story: How the NFL used digital marketing to grow a mainstream sports audience in the UK

Author

Listed:
  • King, Jamie

    (NFL International, UK)

  • Wiltshire, Lewis

    (Seven League, The Windsor Centre, UK)

Abstract

The US National Football League (NFL) staged its first regular season game in London in 2007. Since then, London has hosted 28 games, featuring 31 of the 32 teams that make up the NFL. These games have provided local relevance in the market, while the season-long marketing approach taken by the NFL has grown the fanbase to the point where the UK can be considered ‘franchise-ready’ for an NFL team to move there at some point. This paper looks at how the NFL has used digital and social media marketing to appeal to this strong fanbase while continuing to bring in new audiences and deliver high levels of growth, with a view to making American football a mainstream sport in the UK.

Suggested Citation

  • King, Jamie & Wiltshire, Lewis, 2021. "Behind a success story: How the NFL used digital marketing to grow a mainstream sports audience in the UK," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(2), pages 127-134, September.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:2:p:127-134
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6585/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6585/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    social media marketing; digital marketing; NFL; sport marketing; digital; social media;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2021:v:9:i:2:p:127-134. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.