NFL

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Platform was already stepping up work in traditional sports, providing alternate coverage for the likes of the NFL Interactivity providing crucial fan engagement tool during sport’s shutdown

San Francisco 49ers Al Guido speaking at the Sports Decision Makers Summit in Miami on the game day experience panel

The Pittsburgh Steelers have long maintained a sizeable global following. Ryan Huzjak, their vice-president of sales and marketing, tells SportBusiness how they are now using social media to engage with, grow, and monetise that audience.

After consecutive years of falling television ratings, NFL domestic television audiences increased by five per cent in the recently concluded 2018-19 season.

The ‘Executive Huddle’ – the SAP-powered venue-management platform at Levi’s Stadium – has put the NFL’s San Francisco 49ers at the forefront of fan experience management and shows how far partnerships between tech companies and rights-holders can go beyond sponsorship.

The National Football League's Tampa Bay Buccaneers have signed up hard seltzer brand Mighty Swell as a team sponsor. The deal will run across the 2020 NFL season

National Football League franchise Denver Broncos has signed up gambling firm Betfred USA Sports as a new sponsor

German carmaker Mercedes-Benz will not extend its naming rights deal with the New Orleans Superdome after July 2021

German media group ProSiebenSat.1 posted a record market share in the key 14-to-49 year-old audience demographic last night with its live coverage of the NFL Super Bowl

Features

The Jaguars have played an annual fixture in London since 2013, with the city now accounting for 11 per cent of their “local” revenues.

NFL franchise slashed the price of food and drink at their new Mercedes-Benz Stadium Revenue decline less than anticipated; fan response greater

The Philadelphia Eagles’ Ari Roitman explains the long-term thinking behind his stability-first commercial strategy, and discusses how the team still managed to take maximum advantage of their unexpected Super Bowl victory.

US major leagues are tweaking their rules to make sure fans stay tuned in as concerns build about distracted audiences. Data is playing a critical role, with leading rights-holders employing sophisticated, data-led decision-making to make the changes.

Rory Squires looks at the evolution of the NFL Draft and how moving the event from the Radio City Music Hall allowed the league to significantly grow the event and upscale its marketing efforts 

SportBusiness International speaks to EA Sports and NFL executives to discuss how they bring in sponsors to the Madden games and the commercial opportunities available

SportBusiness International looks at how the NFL has dealt with the kneeling protests and what lessons can be learned from the episode in a fevered political atmosphere in the US.

The NFL employed Chinese-Canadian superstar Kris Wu as an ambassador in its latest attempt to cultivate audiences in China. Mark Dreyer examines the thinking behind the move and looks at historical attempts by the league to build audiences in the country.

Richard Clarke rounds-up some of the ways in which digital, social media and technology impacted the NFL during the 2018 season.

Despite a seven-per-cent year-on-year audience decline, Super Bowl LII was still one of the 10 most-viewed shows in US history – making it the perfect platform for brands to reach a mass audience. Broadcaster NBC was able to charge a staggering $5.2m (€4.2m) for a 30-second advertising spot.

George Pyne is the founder of sports investment firm Bruin Sports Capital. The firm’s portfolio includes Deltatre, the company behind the European version of the NFL Game Pass OTT product; On Location Experiences, the official hospitality provider of the NFL; and experiential marketing agency Engine Shop.    

Ryan DiNunzio, football and soccer business unit senior director with New Era Cap, the official on-field cap of the NFL, explains how the sportswear company operates around the Super Bowl.

Lester Bagley, Minnesota Vikings executive vice president of public affairs, talks about the franchise's approach to hosting Super Bowl LII at its US Bank Stadium

In this issue we cover the following: QATAR CRISIS – BeIN hits out at 'scaremongering' VIRTUAL REALITY – Is the much hyped technology finally ready to make a difference? SPORTS

Kevin Roberts asks a series of sports industry experts about the global outlooks of the 'big four' established major leagues in the US.