EXPERT COMMENT LAST UPDATED : 03 FEBRUARY 2019
Ahead of the Super Bowl, Dr Steve McCabe looks at the rise of the of NFL among UK audiences and what it might mean for businesses.
One of the downsides of the English Premier League has been the fact that the FA Cup is no longer the showcase even it once was when all attention focused on the two teams that had made to through to the title decider at Wembley in May. This is not the case in America.
The final for the National Football League for American football, consisting of 32 professional teams from the National Football Conference and the American Football Conference will take place this Sunday at the Mercedes-Benz Stadium in Atlanta between the New England Patriots and the Los Angeles Rams. It has all of the razzamatazz that you’d expect from the states and captures attention across the country. It begs the question of whether Brits will show any interest?
Well, for one thing, a London-born Obi Melifonwu will be playing for the New England Patriots and will be hoping to ensure that they win a sixth NFL crown in the past 17 years. For those who’ve never watched American football it’s something of a treat as you get to see a plethora of players, squads of up to 50 are not unknown, who depending on the state of the game are brought on to utilise their expertise. Whilst there is a need for those with athleticism and speed, those not so well equipped can play a vital role. From that perspective American football is liberating.
There are effectively three parts (units) to a team; the offensive, defensive and special team. This does mean that the game can seem a little disjointed but the fact that there are four quarters allows breaks which, given the absolutely huge audience watching the Super Bowl, offers an incredible opportunity for big companies to sell their wares, so much so that a 30 second clip can cost $5 million (about £3.8 million).
Accordingly, there is big pressure on any company using the Super Bowl in this way to ensure that whatever is shown on television is memorable. And social media is now used to full effect to entice viewers in advance. For example, Pepsi have created a commercial starring Cardi B, Lil Jon and Steve Carrell that has been trailed so that people will, regardless of the football, tune in to see the finish product.
In this country American football has always been something of a curiosity; my son played whilst at University and I watched him a couple of times and admired the culture of togetherness displayed by both teams. In the early days of Channel Four the Super Bowl became an annual fixture. Now, of course, digital television and the internet has taken over.
But as is the case with football played in Europe (soccer), the Super Bowl is best watched as part of a group; preferably in any of the large pubs dedicated to sport. The fact that it will be played 6.30 local time means that there will be no clash with major games here or in Europe.
Bars showing the Super Bowl won't be averse to the prospect of using a major sporting event to extend the weekend as it is stated early evening in Atlanta (a five hour time difference exists) Though licencing laws may be a consideration, if pubs serve food this will usually enable them to open later.
The main thing will be in generating publicity that gives the Super Bowl the sort of significance that would be associated with, for example, a soccer world cup. It's worth remembering that the half time entertainment is always worth seeing as it has created interest in the past; frequently because of controversy such as Janet Jackson managing to show a bit more of herself than was intended! It has to be said that some of the performances have been so dreadful as to be compulsive.
Bars and restaurants that are still effectively in the post-Christmas slowdown will be looking for any method to increase revenue. This event allows them to do so by being part of one of the biggest combinations of sport and showbusiness on the planet.
For pubs trying to squeeze a bit more income the Super Bowl will provide a chance to get people in to eat ‘traditional’ American food and beer. If you’ve never tried it, give it a go. You may get hooked on a sport that unites a large slice of the American population in a way that football in this country seems increasingly less able to achieve.