The NFL’s resolution, passed on October 7th, to expand upon their international game play aims to accelerate the fast-paced growth of the league already seen in the UK. The resolution, which will facilitate international contests through 2025 will establish games both in the UK and elsewhere across the world.
Though there is no official word yet as to specific host countries, many have pointed to Mexico City as a logical host city. Since the NFL’s international debut in 2007, the sport has seen tremendous growth across the pond, with the Super Bowl audience in the UK increasing by nearly 75% and a 15% rise in amateur football participation.
Perhaps the driving force behind this increased growth abroad is the relative ease at which fans are able to watch live games across the myriad of streaming services available today. As these options continue to become less expensive and more accessible to those across the world, one could argue that the actual location of the games themselves is irrelevant.
The recent push towards drone usage to capture game footage along with the rise in virtual reality could create an environment where game attendance becomes less and less attractive. At least the beer is cheaper in your own living room.
Sure – there is something to be said for being in attendance at an NFL game. Seeing the game in person could have pushed a group of international fans over the edge and into an NFL love affair that so many Americans have experienced since they were little. The limited number of games being played abroad, however, limits that to a very select group of people.
This means the NFL must continue to develop affordable, high-speed, streaming services for use on Sundays. Not only would this drive the viewership numbers they are hoping for, but it would also drive attendance for their expanded international schedule as exposure in those international markets is increased leading up to gameday. Without a solid model established, the international growth they’ve experienced could soon be stifled by an audience grown tired of paying excessive monthly fees or searching for their team of choice in the depths of shady streaming websites.
This is not to say that the NFL’s expanded international schedule is negative by any means. However, unless the NFL can match that expansion with a similar expansion in accessible streaming options for fans, that growth may not be maximized.