NFL International Community Team

Assignment Guidelines: Problem 4: NFL International Community Team
Since 2007, so to promote its brand internationally, the NFL has hosted regular season games at Wembley Stadium in London, culminating in three regular season games being hosted in 2015, known as the International Series. These games have been viewed as a platform to build interest in a London-based franchise.
The competition that the NFL face is fierce. As of the 2015/16 season, there are five London-based clubs in the English Premier League, which is the third highest grossing sports league in the world (after the NFL and Major League Baseball). Soccer is the third most participated sport in the United Kingdom, whereas football participation did not register within the top 50 most participated sports. This spectatorship competition and lack of participation is a problem for the NFL in generating interest in a London-based franchise.
A further problem for the NFL is that they have suffered from some high-profile scandals (e.g., Deflategate, Ray Rice, Adrian Peterson, Aaron Hernandez) that has brought into question the character of NFL players, which transfers to an image problem for the NFL as they seek to expand their brand internationally.
S4D Framework You will work to develop a solution to the problems faced by the NFL as they seek to expand internationally into the London market.
The program should (1) facilitate interest in the NFL and football, and (2) enhance the image of the NFL brand. The audience for your proposal is NFL senior management, who will determine whether the program will be funded. Structure of the report Provide the name of your program and a catchy slogan that is appealing to your target group and positions your program in relation to competing behaviors (i.e., undesirable behaviors).
1) London social problem You should establish a social problem that exists in London (e.g., childhood obesity), provide a clear and referenced definition of the problem, and establish the current or undesirable behavior (e.g., physical inactivity) that your target group (i.e., potential participants on your S4D program) engage in. You should justify your program by establishing the significance of your problem, identifying the extent of your problem (i.e., number who suffer from problem) and the implications of your problem, both to the individual (e.g., increased risk of coronary disease) and to society (e.g., cost to the British taxpayer). You should establish the desired behavior (e.g., physically active) that you want your target group to engage in and the corresponding broader outcome(s) (e.g., healthier society) that your S4D program seeks to achieve. You should also detail any interim impacts (e.g., enhanced self-efficacy) that are required to move your target group towards the desired behavior and achieve the broader outcome(s). You should also establish how your S4D program will contribute to the two problems faced by NFL International. NB: You may need to revisit your interim impacts as your S4D program and program theory develops.

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