This post was created in partnership with Octagon
The landscape of global sports is evolving at an unprecedented pace, with leagues like the NFL leading the way. This global expansion is not just about expanding the fan base; it’s about reshaping the entire fabric of how sports operate and how brands connect with diverse international audiences. As the NFL ventures beyond its traditional borders, new opportunities also emerge for leveraging athlete storytelling and operationalizing sponsorships effectively at scale.
During a recent ADWEEK House: The Big Game panel, co-hosted with Octagon, industry leaders delved deep into how brands can authentically engage with fans across various cultures, markets, and moments. The crux of the discussion highlighted the importance of balancing global outreach with local resonance—essential for forging lasting relationships with fans worldwide.
Navigating the Cultural Texture of Sport
Moderated by Andrea Kremer, chief correspondent for the NFL Network, the session opened with a poignant observation: while the game itself may be commodified, the way it is experienced differs significantly by region. “Global expansion means everything to the NFL,” Kremer articulated, underscoring the league’s commitment to reaching global audiences.
The NFL is set to showcase a historic nine international games in 2026, signalling a marked shift in how the sport is approached outside of the U.S. Yet, international success hinges on a nuanced understanding of the “cultural texture of sport,” as Nick Law, creative strategy and experience lead at Accenture, noted. He emphasized that the passion behind fandom often defies explanation, urging brands to tap into local insights that help audiences form connections with an otherwise foreign game.
“You need to create a space where they can care about a team enough to become lifelong fans,” Law explained, pointing out the delicate balance needed for meaningful engagement.
The Athlete as a Cultural Bridge
Lou Kovacs, president of North America at Octagon, stressed that today’s sports landscape reflects a generation that views athletics as a borderless experience. “Sports today are more exportable than they’ve ever been,” Kovacs asserted, acknowledging the NFL’s evolution from sporadic international showcases to a full slate of global games that create engagement opportunities for audiences worldwide.
Amon-Ra St. Brown, an NFL All-Pro wide receiver for the Detroit Lions, shared his unique perspective as a dual citizen. “I never even thought of playing football as a kid in Germany because no one knew what football was,” he recalled, reflecting on how the sport’s growing popularity in his homeland turned his dream into reality. His journey illustrates how athletes can serve as cultural bridges, connecting diverse worlds through sports.
Operationalizing Strategy at Scale
From an agency’s perspective, the pivot toward global reach demands robust infrastructure to support this growth effectively. Kovacs highlighted that successful global partnerships require not just strategic foresight but a seamless collaboration between client teams, agency teams, and rights holders. This collaborative effort is crucial to manifesting these partnerships in varied markets.
“If you’re going to take advantage of a global partnership, you need a cohesive client, agency, and rights holder team capable of operationalizing those partnerships in diverse markets,” Kovacs explained, emphasizing the need for a well-orchestrated approach.
Furthermore, he noted that the best strategies are those that emphasize naturally flexible assets. As agencies negotiate with rights holders, they must consider critical factors like infrastructure and creativity—key to crafting benefits that are both globally scalable and locally relevant.
Looking Toward a Borderless Future
As the panel discussion wrapped up, the speakers turned their attention to the future of football on the global stage, particularly with the introduction of flag football in the Olympics. This development opens up exciting possibilities for storytelling, new athletes, and fresh personalities.
“It just opens up a world where there are new athletes and personalities, new creators, and new storytelling opportunities for brands to get involved with,” Kovacs remarked, indicating a vibrant future shaped by the convergence of sports and global culture.