The NFL has been making waves in the United Kingdom with a groundbreaking free-to-air broadcast deal with British broadcaster Channel 5. The aim of the deal is to grow interest in American football across the pond, and the response has been mixed but ultimately positive.
Hosted by Dermot O’Leary, Sam Quek, and Osi Umenyiora, and produced by Hungry Bear Media, the show features a typical NFL game interspersed with punditry, quizzes, and audience games to appeal to families as well as longtime fans. While the initial reaction from hardcore NFL fans was split, viewers have warmed up to the format as the season has progressed. The team behind the show recognized that the format needed to be family-friendly to attract U.K. audiences, and the addition of entertainment elements has helped draw in a wider audience.
As Channel 5 prepares to broadcast the Super Bowl LX live from San Francisco on Sunday, February 8, Hungry Bear exec producer Luke Shiach sat down with Variety to discuss what it’s been like to bring the NFL to the U.K. and what viewers can expect on game day.
One of the challenges of adapting NFL games for a British audience is the stop-start nature of the sport, with frequent ad breaks in the U.S. broadcast. To keep viewers entertained during breaks, the show features a studio game show entertainment format that has been well-received by families and parents. While hardcore NFL fans initially had mixed feelings about the format, positive feedback from families and a toning down of the games as the season progressed helped win over viewers.
From a production perspective, the show’s team faces the challenge of not knowing when there will be a break in the game, as it is dictated by the match. This creates a chaotic environment in the gallery, with quick decisions needing to be made on the fly to keep the show running smoothly.
For Super Bowl Sunday, the show has some exciting plans in store, including special segments with NFL players and unique games like “NFL or…?” where players’ names are matched with unexpected categories. The goal is to make the Super Bowl a cultural event in the U.K. that people look forward to and mark on their calendars.
While reaching the level of cultural significance that the Super Bowl holds in the U.S. may be a lofty goal, the team behind the show is determined to continue growing interest in American football in the U.K. With the help of special interviews and unique segments, they hope to make the sport a more mainstream and popular choice for British viewers. He’s such a lovely guy.
One of the things that make him such a lovely guy is his commitment to engaging the British audience in the NFL. He understands the importance of making the broadcast relatable to the viewers, which is why he incorporates elements that resonate with them. For instance, he mentioned the NFL official watch party in Walthamstow, where they showcase how the game is celebrated back in London. By featuring scenes of people throwing their beer in the air, he creates a connection between the American sport and the British audience.
When asked about Taylor Swift’s role in expanding the NFL audience in the U.K., he acknowledged the challenges of introducing a new culture to an existing one. However, he highlighted Taylor Swift’s influence in sparking interest in the NFL among British fans. In an attempt to leverage the “Taylor Swift effect,” he shared an anecdote about booking a Taylor Swift lookalike for a Kansas City Chiefs game. By subtly referencing her during the show, he hoped to attract Swifties to join the NFL audience, although the outcome remains uncertain.
In conclusion, his efforts to bridge the gap between the NFL and the British audience are commendable. By incorporating local elements and tapping into popular culture, he enhances the viewing experience for fans on both sides of the Atlantic. With his creativity and dedication, he continues to make strides in expanding the NFL audience in the U.K.
This interview has been edited and condensed for space and clarity.
