Well, the story of NFL Europe is an interesting one for sure. When it comes to why it failed, there’s no one-size-fits-all answer. Sure, there could’ve been some improvements to the way the League was run, but there were a lot of moving parts that led to its ultimate downfall.
First off, the misconception that NFL Europe was the National Football League’s attempt to ‘colonize’ Europe was one of many obstacles that the League faced. Quite frankly, that narrative was very misguided. NFL Europe was created to try and promote the sport of American football and give players and coaches the opportunity to develop and grow the game beyond home shores.
Secondly, the matter as to whether or not NFL Europe was a profit-making endeavour or an exercise in spreading the gospel of football was another divisive point of contention. There were certainly elements of both, as NFL Europe saw the benefit of turning a tidy profit while furthering the development of the sport wherever it went.
Thirdly, the League failed to gain a significant foothold or toehold in Europe, because it lacked adequate local and regional marketing. Try as it might, NFL Europe’s failure to convince locals that it could offer something they couldn’t see in the US — such as rules, game-play and team updates – was its biggest failing.
Fourthly, perhaps the biggest contributor to the League’s downfall was the natural skepticism with which Europeans viewed American imports. NFL Europe faced an uphill battle trying to convince Europeans that its product was as good or better than what they could get at home.
Finally, NFL Europe failed because although NFL had initiated the League, it didn’t have full oversight over it. Trying to run a League from the US was no easy feat prior to widespread use of the internet and smart phones. This was one of the main reasons why the League failed to reach the high levels of success in Europe as it did within the US.
In hindsight, it’s easy to understand why NFL Europe failed. Limited exposure and poor marketing meant that the League didn’t have the chance to really grow and expand across the continent. The balance between making a profit and promoting the League was a difficult one to maintain. And ultimately, Europe’s natural skepticism towards incoming US imports, combined with limited support from the American parent team meant that NFL Europe was left to fend for itself.
The League planned to introduce teams in two new countries – Portugal and Ireland – in its final year, but before it was able to do so, financial difficulties, poor attendance, weak TV ratings, and increasing travel costs all contributed to its ultimate demise.
Ultimately, the League was unable to convince the world that American football could be an attractive and successful sport across the continent. Local marketing strategies and more fan involvement could’ve been helpful, but at the end of the day, NFL Europe failed to make the impact its envisaged, and that was the catalyst for its eventual downfall.