Can American Football Flourish at Grassroots in the UK?

Over the summer of 2024, there has been a revitalising of the conversation over holding Premier League games abroad. Back in 2008, the so-called 39^th Game idea was quickly shut down after swift and furious backlash from fans and other stakeholders, yet the current argument is much more subtle, arguably learning a lot from the mistakes of the past, including the European Super League proposal, to make something more palatable to local fans.Of course, beyond the obvious incentive of money, the backers of such proposals always frame their argument as one of “growing the game”. They argue that taking the Premier League to the United States will help grow the game of soccer as a whole. Yet, you get the sense that the Premier League is looking enviously at other sports leagues that can reap the rewards of international games. The NBA, MLB, and NFL have all committed to playing games abroad. The latter, in particular, has had huge success in its International Series, which now features five games per season, three of which have a permanent home in London. Next year, the 2025 season will see a record eight games held abroad.

Signs of growth in participation

Yet, to what avail? Sure, the NFL has sold out stadia across Europe for its International Series, and it will do so again when the fixtures return in October. Selling out Wembley and the Tottenham Hotspur Stadium (where the games are held in London) is, of course, financially beneficial, but will there be a longer-lasting legacy? Will it encourage kids to take up gridiron across the UK? That is a lot more difficult to measure, not least because such growth can often be counted in decades rather than years.What we do know is that the NFL has become much more popular in the UK over the last decade. We can measure this by numerous factors beyond ticket sales. Sky Sports dedicated and expanded television coverage is a huge indicator, and we can point to other metrics like social media mentions and NFL betting volumes. As to the latter, the growth has been spectacular, with sportsbooks now offering NFL player props and real-time live betting in games. All indicators suggest that the NFL is now a ‘major’ sport in the UK in terms of engagement.However, what about the grassroots levels? Well, there are certainly green shoots. The British American Football Association (BAFA) was founded all the way back in 1985, yet the organisation has become more interwoven into the management and promotion of local gridiron teams. Moreover, BAFA has integrated into international networks. Of course, money is key, and while BAFA has benefited from National Lottery grants, it has called on the government to provide more funding.

Elite coaching now in the UK

Perhaps the most interesting development has come from the NFL itself, which launched the NFL Academy in London in 2019. This body is charged with finding and developing local American football players. While ostensibly its goal is to scout for the NFL proper, it also gives young players a tangible focal point to aim for. The NFL Academy does have the remit to grow the game across the UK, but arguably, one of its most important roles is within liaison for the development of coaches and training programs.As with several other sports, schools and universities play a crucial role in grassroots adoption. Arguably, it’s the latter that has been more responsible for NFL participation growth. BUCS (British Universities & Colleges Sport) leagues have seen remarkable growth in American football participation, and BUCS has worked extensively with BAFA to grow the game outside of universities.So what, then, are the challenges? As mentioned, money is hugely important and, unfortunately, there isn’t a huge amount to spare. The new Labour Government has signalled that cuts are coming to spending as it tries to balance the books. American football has not been mentioned specifically, but let’s just say that Chancellor Rachel Reeves isn’t going to be falling over herself to fund sports that fall into the niche category.The other issue is simply the saturation of other sports vying for young people’s attention. Soccer, cricket, rugby, running, tennis, and swimming all dominate. It’s difficult to measure it exactly, but we’d guess that American football is somewhere around 30^th when it comes to all-round participation levels. The challenge of growing the sport is made more difficult when it comes to facilities. Technically, you can play the game wherever there is a patch of grass – a rugby pitch is ideal – but it’s not always easy, particularly in urban areas.While growth and grassroots levels are not guaranteed, there are reasons to be cheerful. As stated earlier, Sky’s commitment to showing the NFL is worthy of high praise. The constant coverage has strengthened fan engagement manifold. Super Bowl television audiences are now measured in several millions. Eventually, that demand to engage with the product will filter down to a demand to play the game. It’s just a question of whether the money, facilities and the support is there to meet it.