Wake Up to Money Business of Sport with Sean Farrington
Sep 10, 2025
Henry Hodgson, NFL UK's general manager, discusses his role in expanding American football's presence in the UK and Ireland. He highlights strategies for growth, including insights from Premier League football and the impact of celebrity culture on fan engagement. Hodgson shares how London's hosting of NFL games aims to captivate a younger audience and examines the rise of flag football among youth, positioning it as a gateway to future fandom. The blend of NFL branding with fashion in mainstream retailers is also explored, aiming to attract a diverse fanbase.
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Differentiate To Win Younger Fans
- Henry Hodgson says the NFL must differentiate itself and find new audiences in the UK and Ireland.
- He emphasises presenting the sport in ways that appeal especially to younger audiences.
Make The NFL A 365-Day Presence
- Build a year-round presence rather than relying on a few London games.
- Grow fans via media, participation and cultural relevance across the whole year.
Youth-Led Fan Growth Trend
- Hodgson reports sustained growth in total and avid fans, powered by younger audiences.
- He links recent increases to engagement gains over the last two to three years.