LONDON — The Kansas City Chiefs are strategizing ways to captivate a UK audience during the NFL offseason, with a game plan to extend their brand into this increasingly competitive market. The Chiefs’ initiative hinges on understanding local interests, a positive sign for their UK expansion. According to marketing expert Louise Johnson, there’s a burgeoning enthusiasm for U.S. sports among the younger UK demographic. This presents a timely opportunity for the Chiefs to build a fanbase overseas.
The team recently added the UK to their portfolio within the NFL’s global markets program, which allows franchises to independently foster fan engagement and pursue commercial partnerships. Chiefs executives recently visited the NFL’s London hub, atop Leicester Square, to strategize with local agencies. The day concluded with a promotional event along the Thames, where fans were surprised with ticket giveaways.
Lara Krug, the team’s chief media and marketing officer, emphasized that the UK’s inclusion is part of the broader global vision for the franchise, aiming to position the Chiefs as the “world’s team.” Krug led a delegation that included business and communications professionals to discuss broader strategies, including amplifying the Chiefs’ presence by targeting the 12-to-24 age group, a demographic receptive to NFL culture and Americana. She mentioned innovative connections as the key to engaging local fans, drawing from examples like the Chicago Bears’ soccer-style jerseys for their London game.
Riding on the popularity of quarterback Patrick Mahomes and star tight end Travis Kelce, who recently entered the spotlight with his relationship with Taylor Swift, the Chiefs are furthering their international appeal. Kelce notably topped UK NFL jersey sales in 2024. Despite competing against eight other NFL teams with UK market rights, including six with longer tenures, the Chiefs are optimistic. Social media is a vital component of their strategy, focusing on platforms where UK NFL fans are particularly active, like TikTok and Instagram.
The Chiefs are combining digital engagement with more traditional outreach, such as mascot appearances. Krug noted KC Wolf’s positive reception in European markets, hinting at the introduction of similar mascots across multiple locations. Krug also drew inspiration from observing a bustling Formula One promotion at a local Lego store, highlighting on-the-ground research’s value.
Within the NFL’s global markets initiative, Kansas City holds rights in seven countries, paralleling the Los Angeles Rams. Apart from Mexico, the Chiefs’ territories are European, with recent inclusions being the UK, Ireland, and Spain. Executives believe playing games in these regions is the most effective strategy for attracting local supporters, pointing out their 2015 victory in London and their unbeaten international gameplay streak.
This season, the Chiefs will compete globally but not in Europe, kicking off in São Paulo, Brazil, against the Los Angeles Chargers on Sept. 5. Part of a record seven international games, the league is pushing toward an annual 16-game international calendar under Commissioner Roger Goodell’s vision, which even includes the potential for a European NFL division.
Data shows the Chiefs already have strong international support, leading in German-speaking regions and ranking high in Mexico. Their popularity was underscored by the number of times they were watched on international Game Pass services last season. To further bolster UK interests, the team brought British influencers to Arrowhead Stadium, including “Formz,” who shares his football passion with a million followers on TikTok.
The NFL has observed a significant increase in UK fandom, according to Henry Hodgson, GM for the UK and Ireland. Thus, this season sees the Chiefs join the Ravens and Packers in expanding their UK rights. “We’re committed to fostering team success in each market, adapting as needed,” Hodgson remarked on future global strategies.
Alongside their UK push, 11 NFL teams have entered Germany’s market, with Mexico being another populous frontier, holding 10 teams’ rights moving forward.