Introduction
The Jacksonville Jaguars have made a name for themselves by playing games in London, joining the ranks of other NFL teams that have ventured across the Atlantic. But why is this happening? In this article, we will explore the reasons behind this expansion into the UK market, the implications for the Jaguars and the NFL, and what fans can expect from these international games.
The NFL’s Global Strategy
The National Football League (NFL) has long had aspirations to grow its fan base globally. With American football being primarily popular in the United States, the league recognized the potential to tap into international markets. According to a press release by the NFL, a 2019 survey showed that about 13 million people in the UK consider themselves NFL fans.
Jaguars’ Commitment to London
The Jacksonville Jaguars have been particularly aggressive in their strategy to reach international fans, especially in London. In 2013, they signed a deal to play one game per season at Wembley Stadium, which has since evolved into an annual occurrence. This was an exciting initiative for both the team and the fans abroad.
- Local Market: London represents a new, lucrative market for NFL teams. The Jaguars saw this as an opportunity to build a local following.
- Team Identity: By consistently playing in London, the Jaguars aim to create a strong brand identity in Europe.
- Fan Engagement: The team has sought to engage with fans through community events, training camps, and special promotions in the UK.
Impact on the Jaguars’ Performance
Some fans might wonder how playing in a different country affects the team’s performance. Studies have shown mixed results, with some players reporting difficulties adjusting to time zone changes and travel fatigue. However, the Jaguars have tried to mitigate these challenges.
Statistics Behind the Fanbase
The decision to play in London is backed by impressive statistics and research. According to the NFL’s 2020 report, the London games attracted an average attendance of over 60,000 fans per game. In the 2019 season alone, the Jaguars played against the Houston Texans at Wembley, with over 88% of the attendees indicating they would return for another game.
Case Studies: Other NFL Teams in London
It’s essential to consider how other teams have fared in London as comparisons can offer insight into the Jaguars’ strategy. Teams like the New England Patriots and the Los Angeles Rams have also played in London, with varying degrees of success.
- New England Patriots: The Patriots played in London in multiple seasons, attracting record audience sizes. Their consistent success in the NFL led to increased popularity in the UK.
- Los Angeles Rams: The Rams not only played in London, but they also successfully built partnerships with local businesses and charities to foster community engagement.
Challenges Ahead
Despite the promising outlook, the Jaguars face several challenges in solidifying their place in London.
- Travel Fatigue: With ongoing jet lag and fatigue from traveling, maintaining performance levels can be a significant obstacle.
- Local Rivalry: Competing for fans’ attention against European football (soccer) teams that have historical significance poses a challenge.
- Market Competition: More NFL teams are likely to become involved in international games, meaning the Jaguars must maintain their market share.
Future of the Jaguars in London
Looking ahead, the Jacksonville Jaguars remain committed to their London initiative. The NFL has also expressed interest in possibly establishing a franchise in the UK someday, which would indicate perpetual games in London. In 2021, team owner Shad Khan stated his desire for the Jaguars to become “the first England-based NFL team.”
Conclusion
In conclusion, the Jacksonville Jaguars are not just playing in London for the sake of travel; they aim to establish a genuine fan base and create a transatlantic brand. By capitalizing on the global ambitions of the NFL, the Jaguars hope to further solidify their identity while overcoming the challenges that come with international expansion.
