Week Four Case Study 3.docx

Week Four Case Study 3.docx - Brittany Taylor NFL Goes...

This preview shows page 1 - 2 out of 4 pages.

Brittany Taylor NFL Goes Global: From Soccer to Football Case Summary This case study is about the NFL going global. The National Football League has been working towards for decades to bring the sport of football abroad. It has had quite some success expand- ing to Canada and parts of Europe, including the United Kingdom. In Canada, there is the Cana- dian football League, or the CFL, which was created in the late 1950s and has nine franchise teams currently. In the United Kingdom, there is the British American Football League, or the BAFA, which was founded in 2010 and currently has about 62 franchise teams. American foot- ball is even expanding to other countries such as Australia and Mexico. In 2005, a game that was held in Azteca Stadium in Mexico City attracted more than 103,000 fans. The U.K. grown to love American football and has become very popular over the years. Even though American football is expanding, there are still pressing and challenging issues within the NFL regarding global leadership on how to expand the league on an international scale, as well as gain the acceptance and love of the sport like that of other sports such as soccer, and track and field. There are a lot of factors such as revenue, labor, media and environmental issues need to be considered when it comes to implementing marketing strategies in order to be successful with the global expansion of the NFL. Even though there are quite some obstacles that have to be handled, the NFL has great hope that they will overcome those issues and have great success and acceptance of the sport globally. Key Marketing Issues International Marketing - This is defined as engaging in marketing tactics beyond national borders. In this case study, the NFL is marketing to international waters in countries that nor- mally do not play the game of football. Globalization - this is the development of marketing strategies that treat the entire world as a single entity. This is the goal for many firms to have globalization of marketing. Bringing football games to countries like the U.K. helps the NFL to broaden their horizons and bring football to the world. Barriers to Foreign Expansion - when it comes to expand business on an international scale, there are many variables and possible challenges a company should consider. Some chal- lenges a company may face includes language and cultural barriers, adapting to a different environment, and tax codes and compliance issues. In reference to this case study, the NFL faces sociocultural barriers in that the United States is the only country that participates in the NFL league and the only country who plays and celebrates the sport. The NFL is face with the challenge to market this sport to other countries.
Image of page 1

Subscribe to view the full document.

Image of page 2
  • Winter '16
  • American football

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern