• by David Goetzl  @dgoetzl, April 21, 2008

As the National Football League looks for growth opportunities overseas--a particular challenge for what is arguably a uniquely American phenomenon--it has hired IPG's Octagon to help with business development.

 

Octagon will work in the UK to attract local sponsors as the league will play at least one regular season game a year in London through 2010.

The NFL also touts its year-round programming on Sky Sports (including 130 live games) and 200,000 UK visitors to NFL.com. And the venerable BBC carried the Super Bowl live for the first time in February. Sponsorship opportunities are available with each, the NFL said.

Last season, the NFL's Miami Dolphins and New York Giants faced off in London in a muddy battle after a signature UK rain.

Lisa Lazarus, NFL senior director of partner development, said: "We believe that Octagon's experience and their understanding of the NFL's brand equity will enable us to tell our story to a wide range of potential sponsors."

Nick Massey, Octagon's head in the UK, Europe and Middle East, said the NFL has seen "phenomenal growth" in the UK. He referred to it as "a unique addition to the UK sports landscape" and an opportunity to "deliver long-term partners" and build a greater revenue base there.

While the NFL remains enormously popular in the U.S., there is some fear that it may be topping out, prompting the league to look elsewhere for revenue expansion.