Case | HBS Case Collection | March 2010 (Revised February 2013)


by Elie Ofek, David B. Godes and Peter Wickersham


The NFL faces a decision on how to continue efforts to grow its fanbase in the U.K. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the U.K. sports fan, and the implications of any move on the U.S. fan. Moreover, the decision should be couched within the broader context of the NFL's goal to expand internationally. Alistair Kirkwood, head of NFL U.K., and Chris Parsons, VP of NFL International, must propose a course of action that the London-based team can both execute and that will receive the approval of the NFL's commissioner and owners.

Keywords: Cross-Cultural and Cross-Border Issues; Innovation and Invention; Brands and Branding; Marketing Strategy; Sports; Expansion; Sports Industry; Europe; United Kingdom; United States;


Ofek, Elie, David B. Godes, and Peter Wickersham. "NFL UK." Harvard Business School Case 510-105, March 2010. (Revised February 2013.)