An NFL franchise in London "could generate more than" $250M (all figures U.S.) a year for the U.K., according to a study cited by Rob Harris of the AP. The study by Deloitte, commissioned by the NFL and a London marketing agency, also "casts doubt on the feasibility of a Super Bowl in the British capital and warns of a negative reaction" from the U.S. The study forecasts the city "enjoying an annual economic boost" of $165M from hosting eight home games, "largely driven by fan spending." The study showed a London NFL team's "total potential gross output in Britain is estimated" to be $255M per season, "assuming players and staff would play two games on four visits each season, rather than being based in London." While the 30-page report "paints a positive picture, there are reservations" about Wembley Stadium hosting the Super Bowl. A "major hurdle to overcome with a Super Bowl in London would be selecting a suitable kick-off time." Predicting that "fewer die-hard fans and season-ticket holders would be able to cross the Atlantic, Deloitte cautions that the atmosphere inside the stadium and on television could be affected and impact on the 'wider global brand presence'" (AP, 10/29).
GOV'T SUPPORT: The BBC's Matt Slater notes the report comes a week after U.K. Chancellor George Osborne said that he would "do everything he could to relocate a team to London permanently." This support is "likely to include the type of tax breaks that have been offered" to major sporting events such as the '12 Summer Games, '14 Commonwealth Games and next year's Rugby World Cup, but "not to one-off athletics, golf and tennis events." With income tax rates "lower in the U.S. than in the U.K., the lack of such a deal for a London team would cause problems for the league and its relationship" with the NFLPA (
BBC.com, 10/29).
