The weekly pilgrimage to a stadium may have defined football fandom in the past, but people nowadays have a breadth of ways to engage in the beautiful game. From ‘dark social’ discussions to artsy magazines, passionate support goes far beyond simply spectating.

With the high price of cable TV leading many Americans to cut the cord, the NFL Game Pass is appealing to viewers with 40-minute edits of the best games on any device for a $99 annual fee. Beyond providing access to cheap, on-demand content, how is it meeting the expectations of modern sports fans?

American football is capturing a new generation of sports fans in China, with television audiences surging, and amateur and pro leagues cropping up nationwide. So what’s drawing people to this all-American sport? And how can it achieve the domestic popularity of soccer or basketball?

The NFL is back in the UK with a bang, as the 2018-19 season starts in earnest. Backed by a dazzling experiential marketing campaign in the center of London's Piccadilly Circus, the NFL is appealing to a niche of UK sports fans who buy into the sport because of its powerful sense of Americana.