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  • March 2010 (Revised February 2013)
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NFL UK

By: Elie Ofek, David B. Godes and Peter Wickersham
  • Format:Print
  • | Language:English
  • | Pages:29
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Abstract

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

Citation

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

Elie Ofek

Marketing
→More Publications

Related Work

    • March 2010 (Revised February 2013)
    • Faculty Research

    NFL UK

    By: Elie Ofek, David B. Godes and Peter Wickersham
    • February 2013
    • Faculty Research

    NFL UK (TN)

    By: Elie Ofek and Michael Norris
Related Work
  • NFL UK By: Elie Ofek, David B. Godes and Peter Wickersham
  • NFL UK (TN) By: Elie Ofek and Michael Norris
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