In another sign of its seriousness about the U.K. market, the NFL earlier this year brought over Sarah Swanson, formerly VP of marketing for NFL Network in L.A., to be head of marketing at NFL U.K. “We’re trying to move from a niche sport to a mainstream,” Ms. Swanson said. “We spend a lot of time trying to move from being about a few games to being about becoming part of the conversation. “Part of this transformation has included an investment in digital. The NFL’s U.K. website has added content including a “Rookie’s Guide” aimed at Brits, with animated videos explaining the rules, click here for more information.
I had the opportunity to lead a panel discussion at the DigiDay: ONMEDIA conference last week, on mobile marketing metrics. The panelists were Jami Lawrence of Publicis Modem, James Citron of Mogreet, and Carly Miller of Media Storm. A video of the panel is embedded below. You can also find links to videos of the rest of the panels at the day-long event at UStream.
Source: NFL Ramps Up U.K. Marketing as it Seeks Mainstream Audience | Media – Advertising Age