The Rise and Rise of the NFL at Wembley
When it was announced in 2006 that a regular
season NFL game would be held at Wembley stadium in 2007, few could have truly
understood how savvy that move would be for the NFL.
On the surface, it hardly seemed like a good
idea to subject scores of NFL players, coaches and cheerleaders to jet lag,
cold weather and fish and chips all in the name of this seemingly half-baked
idea. One also had to spare a thought for the teams’ hometown fans who would
miss the opportunity to attend one of their regular season games due to this
initiative.
To the average cricket, football and rugby
loving Brit, the NFL at Wembley just seemed like a bad idea. Whenever the rugby
versus American football debate arises, most Brits look down their nose at
football claiming that the protective gear, time between downs and the fact a
different set of players are required on the pitch when possession changes make
it inferior to rugby.
However, for all the naysaying related to the
game, the NFL at Wembley has been nothing but a success and shows no sign of
slowing down. But what made this initiative so successful?
For a start, whether or not Brits want to
admit it, NFL football is pretty darn popular. The Super Bowl is one of the
most watched annual sporting events in the world. Much like how Premier League
matches have earned a place in the living room of many English homes on
weekends, a typical Sunday afternoon in America is scheduled around ‘the game’.
Whether it is Pop Warner, high school football, college football or the NFL,
football is one of America’s treasures – and of recent years, one of its better
exports.
The NFL in the UK will appeal not just to the
200,000 Americans and American expats who are here. Anyone who has spent a
significant time in America, either for study or for work, is likely to have
developed an appreciation for the game and welcome an opportunity to see a game
on their turf (no pun intended).
Despite reports that only 3% of the attendees
of the first game were American, anyone who has ever attended an NFL at Wembley
game will tell you that it feels more like 93% of the attendees are
American.
People are generally prepared to pay a
premium for a little slice of home away from home. In the same way that West
Indians proudly don their island flags and West Indies cricket jerseys when
heading to the Oval, Americans and fans of American sports will embrace any opportunity to ‘rep their
ends’ at NFL football games and fan rallies – even if their team isn’t playing.
Lastly, whether an event appeals the masses
or a niche market, bums on seats is a marker of success. In 2007, 40,000 tickets for the New York Giants
v Miami Dolphins game sold out in 90 minutes and over 81,000 fans were in
attendance at the inaugural game. Quite frankly, if the NFL didn’t continue to
bring games to the UK after that sort of result, it would have showed poor
financial acumen on the part of the decision makers.
NFL
games do more than introduce a new game to the UK, they appeal to some people’s
culture and identity, and deliver a huge dose of feel good factor which you
simply can’t put a price on.
Whether or not we like it, hate it, don’t get
it or don’t care, the NFL at Wembley is going to be around for a little while.
