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http://www.sbnation.com/nfl/2014/11/20/7253811/nfl-england-profile-cowboys-jaguars

On a fresh-slate:

No Washington apparel wearer I ask wants to change the name. The idea isn’t enraging the way it is for some lifelong fans in D.C.; it just doesn’t seem to compute, or even register concern. In a sea of 100,000 eager NFL fans at the third and final International Series game of 2014, no one talks about concussions or publicly financed stadiums or Roger Goodell’s oversight or whatever you, the lifelong American NFL fan, have a problem with. Fans wearing Saints jerseys don’t know what Bountygate is. Fans in Patriots jerseys have never heard of Spygate. Young, affluent consumers are gobbling merchandise, displaying no bias or bad behavior, offering no criticism of the league or sport and -- most importantly to the United Kingdom's hope for even more revenue -- cheerily attending NFL games regardless of the teams playing.

Not only has the NFL captured the consumer interest of the world’s second-largest English-speaking economy, the league has also managed to throw its problems overboard on the way across the Atlantic. Take a few steps back and Wembley Stadium's crowd is the living analogue of a perfect, cheery gameday crowd in an NFL-created NFL commercial for an NFL product. It's a corporate dream come true.

Or a Falcons one: There is no self-loathing in U.K. NFL fandom. It's too young and too strong to infuse negativity into, to transform into a maudlin self-punishment. I know this because I tried to infuse it, spotting a teenager in a brand-new, bright red No. 98 Atlanta Falcons jersey overtop a hooded a sweatshirt which blocked the name plate.

On the selling of the "American Experience:"

There is always music in the air, provided by a rotation of local rock bands, DJs and groups of competitive beatbox teams. The layout -- identical at Saturday's rally and Sunday's daylong tailgate -- is the standard American county fair. There are enormous beer tents, all operated by Budweiser and dressed in solid bright red. You can't buy a pint of Fuller's or anything bitter, but aluminum bottles of Bud Light scatter the lot. The idea, presented big and clumsy, is to sell the "American" experience of American football.

On tailgating:

So when the NFL throws a rally in Trafalgar Square, as it did last month, or in the parking lot of Wembley Stadium (cordoned off the entire weekend since so very few Brits commute to a sporting event in a car), it's initially jarring to the British sensibility. This couldn't happen at the Wembley-hosted FA Cup, or any EPL match for that matter. Putting tens of thousands of soccer fans wearing conflicting colors in a fenced-off space of asphalt with alcohol for sale would be an instant Anglo "Thunderdome."

Graham: People can't tailgate in the U.K. The police, the fans, it's just a foreign concept. You couldn't get soccer fans together, you get NFL fans together. It's a different mindset. It's almost tribal, soccer, but this is different. It's easier. You can feel comfortable repping your own team. That's why I love coming here. Every jersey's here. You couldn't do this with soccer. Far too much trouble, far too much riot police.

On rivalries:

Instead, there are on-staff "hecklers" in neutral baby blue NFL jackets who greet fans walking to the stadium rally on Saturday and the game on Sunday.

It's a pair of young men, one of whom tells me he works for the Wasserman Media Group. Their job is to engage every single person walking into the event according to the team colors they're wearing -- and every single person is wearing some kind of NFL gear.

"Oi, Vikings fan then? Bet you can't stand Jay Cutler!"

"Ah, Patriots? 43-21! Big win against those Broncos last week!"

Behind them a man with a PA system announces the team affiliation of every single fan going through the turnstiles. He does this for hours, ID'ing vintage Tampa Bay creamsicle hats and other hard-to-name affiliations for the uninitiated. Only once in two days do I hear him screw up and use the name "Carolina Browns." There is no deference, celebration or bias given to a particular team, save for the Jacksonville Jaguars, the game's designated home team. When a young couple arrives arm in arm, one in Raiders gear and the other Niners, either no one on the welcoming staff gets the American irony, or they're instructed not to.

On the success of merchandising:

No one is interested in the more burdensome aspects of fandom here, most of all the NFL, which is enjoying an insane amount of revenue from merchandise. That's one thing that sticks out -- almost every single person in a crowd of 100,000 is wearing a new NFL jersey

He says he could double his merch stand's size -- possibly triple it -- if he could get the supply he needs from the NFL.

Proctor plans on going to America this winter to buy up as much wholesale merchandise he can and store it for the 2015 games. He says there's no fear of eating the cost of supply and storage. He wants only officially licensed NFL merchandise because the U.K. fans love the quality, despite what he says is a tripled markup and slimmer margin. He buys a hat for 15 pounds and sells it for 20.

On not giving a shit if the Jags become London's team:

"No, I'm not changing my team if the Jags come. Not ever. Don't care about the Jags, but I want to see the games."

 

[TheKaeptain]

NFL is coming to make you fat England.

 

[akira28]

heheh I like this.

NFL is coming to make you fat England.

England is already the fatest nation in the European Union accord

 

[Fox318]

Their football team couldn't get it done so they have finally moved on to the NFL.

 

[Dega]

That enthusiasm will die quick when they get the London Jaguars.

 

[JABEE]

If only I could tell them about SpyGate, and steer them away from the evil of the New England Patriots.

 

[shadyspace]

Oh and U.K. fans are convinced that next year's October game between the Jags and the Bills could ruin everything for them,

This potential "disaster" to U.K. NFL fans is often identified as Oct. 25, 2015, when the Jags host the Buffalo Bills. English fans are terrified that anything short of a sellout would cause the NFL to retract.

These are smart fans. If there are any two teams that could turn people off of the NFL its these two.

 

[Clydefrog]

get your chilli dogs!

 

[djplaeskool]

That enthusiasm will die quick when they get the London Jaguars.

At least the team name will sound more 'proper.'

I can hear it now...

London Jaguars.

 

[TheWarrior]

This makes a ton of sense, as an American new to Premier League, I don't really have rooting interest in a team, but enjoy the sport, so I can see how it would be for someone in England at an NFL game.

 

[TheDrizzlerJ11]

Jaguars aren't going anywhere anytime soon due to the deal they have with Jacksonville.

 

[tbm24]

That pulled pork is depressing to look at. Doing America a grave disservice.

 

[TangoAlphaLima]

They got a Brit to buy a Bishop Sankey jersey? The NFL has grown more powerful than I could have possibly imagined.

 

[DBT85]

I was at the Dolphins v Raiders game and had a great time. Was nice to have a drink in view of the pitch too.

Though it's only football that has that problem here. Rugby doesn't have the same restrictions or the same tribal warfare.

 

[The Albatross]

I'm glad the games have been well attended, and I'm also glad that the crowd has seen at least one good game this year. As far as I remember, almost all of the other have been stinkers.

I also LOVED the 10am start for that Detroit / whoever game earlier in the year. Got up at 8, did my morning stuff, and football was on, it was glorious!

Just one point of contention... You don't have to get bad beer at NFL games in the States. The Patriots do a pretty good job of having both mass-market and craft-y beer at their games. Sure, you've got your major mass market beers from Budweiser and Sam Adams, but they also have local crafty tents setup with Newport Storm, Berkshire Brewing Company, and Blue Hills, three local MA breweries that offer something different.

That pulled pork though... yikes.

Oh and U.K. fans are convinced that next year's October game between the Jags and the Bills could ruin everything for them,

These are smart fans. If there are any two teams that could turn people off of the NFL its these two.

The league is smart with this, though. They're trying to build a London fan base for the Jaguars, and they don't want to match them against another powerhouse and see the team get blown out. The jags have gotten handily beaten in their last two games (42 - 10 by the 49ers in 2013, 31 - 17 [though an exciting game because of Dez Bryant] by the COwboys this year)... so throwing another mismatch to get a popular team vs. the Jaguars would probably hurt.

 

[Milchjon]

While the NFL is trying to take over the UK, Germany is taking over the NFL.

4 players already!

Also, I recently found myself doing a group assignment with 3 other guys who all turned out to be into football. That was a nice surprise.

 

[daviyoung]

they look like the same kind of characters you'd get at an RC car club or a computer fair on Canvey Island

 

[DrFunk]

interesting to read that there are Atlanta Falcons fans that aren't delusional or depressed

 

[Delta Assault]

That pulled pork needs to be pulled from circulation.

 

[The Albatross]

FYI, for you Brits, how much do these tickets go for? And can you show up on gameday and buy a ticket if you wanted to? It'd probably be a pretty fun party.

 

[Napoleonthechimp]

Oh look, another sport I don't give a shit about.

 

[xbhaskarx]

A London-based NFL team would have a statistically identical chance of winning the World Cup to the England national team.

 

[ghst]

every other day see some bollocks come from an american blog regarding the surging popularity of the NFL in london, while the only talk it gets over here are dry financial pieces about wembley's debts or bitching about how its ruined the pitch, and the only people who show up for the games are fringe ameriboos, tourists and ex-pats.

A London-based NFL team would have a statistically identical chance of winning the World Cup to the England national team.

i four one am shocked at this dirt tier banter.

 

[Hilbert]

I have a facebook friend in London (she and I are part of a horror fan group), and I was shocked when she talked about her Fantasy NFL team, and was always talking about the super bowl last year.

I had no idea there were fans over there until then.

 

[daviyoung]

FYI, for you Brits, how much do these tickets go for? And can you show up on gameday and buy a ticket if you wanted to? It'd probably be a pretty fun party.

I'm having a hard time thinking of one person I know that could answer these questions

 

[tbm24]

That pulled pork needs to be pulled from circulation.

Sounds like a good idea to head over there and sell some proper pulled pork. Tho my variety would be heavily carribean based but fantastic nonetheless.

 

[xbhaskarx]

How many people are there just for a different experience and how many are actual fans of the sport?

 

[Juicy Bob]

I think British fans are actually more knowledgeable than we're given credit for.

I haven't been to a Wembley game yet (waiting for the Eagles to come over), but I have to say, the 'Americana' aspect of it all is something that actually puts me off slightly.

I just enjoy American Football as a sport. I don't need the cheerleaders and the over-the-top anthem singing and all the rest of it to enjoy watching it.

 

[LegoArmo]

Fans wearing Saints jerseys don’t know what Bountygate is. Fans in Patriots jerseys have never heard of Spygate

Really? I'm a very casual viewer of the sport and I know what both of these are.

 

[bryehn]

That pulled pork looks like shit. What the fuck? I'm actually offended and I'm not even American.

 

[JLynn]

TRUE FACT: On The Nerdist podcast, Daniel Radcliffe mentioned he preferred NFL to Soccer. He admits to being a Giants fan.

 

[3Sixty]

FYI, for you Brits, how much do these tickets go for? And can you show up on gameday and buy a ticket if you wanted to? It'd probably be a pretty fun party.

Haven't been in a few years but £40-£150 depending on where you sit.

And no, they have all been "sold out" long before the day, with the exception of one year.

It's all about of a laugh and the whole "experience" has improved year on year.

 

[Loxley]

I think British fans are actually more knowledgeable than we're given credit for.

I haven't been to a Wembley game yet (waiting for the Eagles to come over), but I have to say, the 'Americana' aspect of it all is something that actually puts me off slightly.

I just enjoy American Football as a sport. I don't need the cheerleaders and the over-the-top anthem singing and all the rest of it to enjoy watching it.

Root for the Green Bay Packers, no cheerleaders to be seen

 

[geomon]

Where were they during NFL Europe, huh? WHERE?!

 

[perfectchaos007]

So instead of the NFL actually selling the NFL as a sport concept to the Brits, they are instead selling the American Sports fan lifestyle. Tailgating, BBQ, Budweiser etc. and surprisingly many Brits are lapping it up. I'm impressed....

 

[JABEE]

Really? I'm a very casual viewer of the sport and I know what both of these are.

SBNation trying to suppress the truth!

 

[entremet]

International is the NFL's long game.

American Football is still mostly confined to North America via college and pro leagues--NFL/CFL.

For owners to make more money expansion is needed.

 

[DBT85]

FYI, for you Brits, how much do these tickets go for? And can you show up on gameday and buy a ticket if you wanted to? It'd probably be a pretty fun party.

You'd get tickets from a tout outside but not from the gate.

Mine were £115. Roughly in line with the posts off to the side, not behind. 44 rows from the front and on the lowest tier. I think I could have got seats up in the gods for maybe £45?

I wouldn't pay £115 regularly, but it's a one off.

My view

 

[Delta Assault]

International is the NFL's long game.

American Football is still mostly confined to North America via college and pro leagues--NFL/CFL.

For owners to make more money expansion is needed.

They need to find countries where people don't care about concussions.

 

[TheKaeptain]

So instead of the NFL actually selling the NFL as a sport concept to the Brits, they are instead selling the American Sports fan lifestyle. Tailgating, BBQ, Budweiser etc. and surprisingly many Brits are lapping it up. I'm impressed....

American sporting events are fun to go to. Like I hate college football but I will go to a USC game any change I get.

International is the NFL's long game.

American Football is still mostly confined to North America via college and pro leagues--NFL/CFL.

For owners to make more money expansion is needed.

Yep.

 

[ReAxion]

The first game I watched in the 80s was a Giants-Cowboys game and I decided I couldn't pull for something called 'America's Team.'

This man and I are now friends.

 

[Hilbert]

They need to find countries where people don't care about concussions.

People in Australia seem to make fun of NFL players for wearing helmets. Maybe they don't care there.

 

[f0rk]

When they have all the banners and stages and shit on Regent Street what strikes me is how many American tourists there are. I wonder how many of the people at the game are actually part of the 'new' target market.

 

[geomon]

International is the NFL's long game.

American Football is still mostly confined to North America via college and pro leagues--NFL/CFL.

For owners to make more money expansion is needed.

Yup. It wouldn't surprise me at all if in 10 years there's a Super Bowl played in London along with 5 or 6 regular season games played there. Also regular season games in Mexico and Canada.

 

[GalacticAE]

fringe ameriboos

freeaboos

 

[Tempesta di Fuoco]

Britain spends a lot of time trying to become America.

 

[daviyoung]

Britain spends a lot of time trying to become America.

and money

 

[bryehn]

Yup. It wouldn't surprise me at all if in 10 years there's a Super Bowl played in London along with 5 or 6 regular season games played there. Also regular season games in Mexico and Canada.

They tried that for a few years. No one here cared. Then again it was the Bills during a particularly crappy stretch of years.

 

[Delta Assault]

They tried that for a few years. No one here cared. Then again it was the Bills during a particularly crappy stretch of years.

Has the NFL tried buying out the CFL? Seems like that'd be an easy way to expand.

 

[Dr.Acula]

Bills are gonna kill football in the UK just like they killed football in Canada.

NFL is gonna be salivating for Canuck bucks when they see how much the 2015 champion Raptors are making for the NBA.

Has the NFL tried buying out the CFL? Seems like that'd be an easy way to expand.

I think they played some crossover games in the 70s, and the CFL even had teams in America in the 80s. The big hurdles are that the rules are different (110 yard fields, 20 yard end-zones). The Canadian field is also 10 yards wider, so there's an extra player on the field (12 men). Then there are 3-downs. Seriously.

Plus the stadiums are a lot smaller, so they would have to rebuild them. And there's no way the NFL wants all nine teams. No way in hell you're gonna get games in Saskatchewan.