The NFL has debuted its new campaign for Super Bowl LVIII, "Born To Play," a powerful ode to the diverse and inclusive spirit of the international game of football. The campaign celebrates the NFL’s international efforts worldwide, emphasizing the development of local talent and the creation of pathways to the league.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon.
The spot opens in a traditional Ghanaian home with a young football fanatic itching to get outdoors to play the game, imagining himself in an intense football game through the city on his way to school - alongside NFL's prominent players including Saquon Barkley (New York Giants), Justin Jefferson (Minnesota Vikings), Cameron Jordan (New Orleans Saints) and Jeremiah Owusu-Koramoah (Cleveland Browns). In the teaser, viewers witness Barkley leaping over a checkers’ table, Jordan executing a remarkable flip over a vehicle, and Jefferson making a stunning one-handed catch before demonstrating his signature dance moves.
There, the inspiration for the commercial - two-time Super Bowl champion Osi Umenyiora - awaited to greet the youngster, played by Eldad Osime.
The commercial was created by 72andSunny and directed by Andrew Dosunmu, a renowned photographer-turned-director and native of Lagos, Nigeria who is celebrated for his powerful film collaborations with Travis Scott.
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NFL's Commitment to Global Growth
"The momentum around the global expansion of American football is real and exciting. Our intent is to embrace and celebrate this movement through powerful communication on our biggest stage, focusing on the growth of both flag and tackle football," said NFL Chief Marketing Officer, Tim Ellis.
The NFL’s international presence has significantly expanded in recent years, with the introduction of the Global Markets Program in 2022. Currently, 21 teams are participating across 14 international markets, amplifying marketing, fan engagement, and commercialization efforts globally.
Osi Umenyiora's Role and Inspiration
Inspired by a speech given to NFL hopefuls at a football camp hosted by British-Nigerian former NFL player-pioneer and two-time Superbowl champion, Osi Umenyiora, the story mirrors the NFL and Osi's collective mission to encourage and offer youth around the world the life-changing experience and opportunity to play at the highest levels of the game. "Talent is global but opportunity is not. Opening doors for international athletes is not only a passion of mine, but it's a way to give back to future generations of athletes" said Osi Umenyiora.
Umenyiora has no doubts about the potency of ability available outside North America. “(Also) people should be watching American football because their brothers are being very, very successful playing that game.
Umenyiora is playing a direct role in those changes. “If you get an education, the chances of you doing something with yourself are actually pretty high,” he added.
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"The NFL is life changing, and the pathway to play the sport is now a truly global one. The league's international football development programs are helping to change young people's lives and grow the game around the world.
International Football Development Programs
Growing the game of football globally and increasing the number of international athletes playing in the NFL are priorities for the league. Seeing explosive growth around the world at both the grassroots and elite levels, flag football is the most accessible format of the game. In addition to flag, there are a number of exciting international football development programs, including the International Player Pathway (IPP) Program, which sees the NFL work to engage and enable participation for all ages and all stages to play American football (tackle and flag formats) around the world.
Established in 2017, the IPP program provides opportunities for elite international athletes to compete for a potential spot on an NFL roster.
| Program | Description |
|---|---|
| Global Markets Program | Amplifies marketing, fan engagement, and commercialization efforts globally with 21 teams in 14 international markets. |
| International Player Pathway (IPP) Program | Provides opportunities for elite international athletes to compete for a potential spot on an NFL roster. |
| Flag Football | An accessible format of the game experiencing explosive growth worldwide at both grassroots and elite levels. |
Challenges and Criticisms
Yet the NFL has come under fire for racial allegations in the past at the player level, and has faced criticism for a lack of diversity in its coaching and executive ranks.
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