Brett Gosper, an NFL executive with a strong advertising background, played a crucial role in getting flag football included in the 2028 Olympics. His connection to the Olympics is personal and professional, having witnessed how the Games can elevate sports. With plans for increased NFL international games and growth of flag football, Gosper aims to expand American football’s reach while ensuring long-term benefits for both the sport and the Olympic movement.
Brett Gosper, the NFL’s head of Europe and Asia-Pacific, has a rich background in advertising, having worked alongside advertising pioneer David Ogilvy. His career spanned three decades, with significant roles in France, London, Germany, and the U.S., creating notable slogans, such as “Don’t Crack Under Pressure” for TAG Heuer, and leading McCann Erickson globally.
His advertising skills were pivotal in introducing flag football to the 2028 Olympic Games in Los Angeles, which the NFL views as a significant growth opportunity. Gosper articulated how he built consensus within the NFL and collaborated with the International Federation of American Football (IFAF) to strengthen the bid.
Gosper’s deep connection to the Olympics stems from his father, Kevan, an Olympic silver medalist and long-time member of the International Olympic Committee. His experiences as a semi-professional rugby player and later as CEO of World Rugby allowed him to witness how the Olympics can elevate a sport, reinforcing his commitment when joining the NFL in 2021.
His strategy includes leveraging prior Olympic engagement to help American football expand internationally. Understanding the organizing committee’s objectives enables him to tailor arguments for flag football’s inclusion. This sport engages communities while providing a pathway for youth participation without the physical risks associated with full-contact football.
Gosper envisions flag football as a long-term Olympic sport, believing its presence will enhance the Games and foster grassroots development. Citing 20 million players in 100 countries, he sees lasting benefits for both the sport and the Olympics, furthering engagement across different demographics.
The NFL is keen to establish a consistent international footprint, with new locations for matches including Germany, which will host its fourth game in Munich. Brazil is slated for a game in the 2024 season, highlighting the NFL’s strategy of maintaining market presence to build on interest.
In terms of expansion, Spain is preparing to host an NFL game in 2025, and Gosper has indicated that other European cities, including Dublin and potentially France, are also in consideration for future games. The NFL is moving toward increasing events internationally, with owners approving up to eight games outside of the U.S. starting in 2025.
With high demand for NFL games abroad, cities recognize the economic and cultural opportunities these events offer. Gosper highlighted the NFL’s superior viewership ratings compared to other major sports events, emphasizing its potential impact on host cities and the corresponding economic benefits.
Finally, the NFL aims to optimize broadcast times for European audiences, establishing a valuable 9:30 AM ET kickoff slot for afternoon games in the UK. Expanding viewership in this time slot is crucial as the NFL enhances its European presence, creating engagement for fans in the U.S. while growing its international brand.
Original Source: www.nytimes.com
