CaseStudy_NFLint

MKTG (with Marketing CourseMate with eBook Printed Access Card)

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1. The NFL international series is the current strategy for global market entry. After failing with their recent endeavor, NFL Europa, The NFL created a program that exports real NFL games overseas. In 2007, the New York Giants and Miami Dolphins players arrived a couple of days before the actual game in London’s Wimbley Stadium to a sold out crowd of over 83,000 fans. In 2008, the New Orleans Saints and San Diego Chargers players arrived two weeks earlier, for more exposure and interaction with the Londoners. Press conferences were held with coaches and players, as well as the media having access to watch the players practice. Bringing the players and coaches in two weeks earlier oppose to two days was an effective marketing scheme to help the international community have a better insight on the game and personnel involved. 2. The NFL encountered challenges environmentally due to the lack of knowledge that the Londoners had about the game of football with no exposure. The league addressed
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This document was uploaded on 03/07/2012.

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