NFL's Los Angeles Rams to expand brand, fanbase in Korea

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Published: 26 Mar. 2024, 14:44

NFL's Los Angeles Rams to expand brand, fanbase in Korea

Los Angeles Rams quarterback Matthew Stafford, left, runs the ball after evading a tackle from Seattle Seahawks linebacker Darrell Taylor during the second half of an NFL football game on Nov. 19, 2023 in Inglewood, Calif. [AP/YONHAP]

The NFL on Tuesday revealed that Korea is one of the latest countries to join its Global Markets Program, a three-year-old marketing initiative aimed at growing fanbases abroad.

Playing American football in the heart of Seoul

The Los Angeles Rams are adding Korea, along with Japan, as “international marketing home areas,” according to the NFL announcement Tuesday, becoming the first team awarded the right to grow their brand in either country.

Under the Global Markets Program, launched in 2022, clubs awarded market access to a particular country can grow their brands there for five years.

Out of the 32 teams in the NFL, 25 are now participating in the program to reach 19 countries outside of the United States. In order to be awarded marketing rights, clubs are required to submit a business proposal focused on that market.

The Rams, owned by American real estate and sports mogul Stan Kroenke, also have marketing access in Australia, China, Mexico and New Zealand. They are the only club with rights to market in Korea, Japan and China.

The Los Angeles club last won the Super Bowl in 2021 to nab their second-ever title. Their first was in 1999.

There are no Korean players on the Rams roster. Few Korean-born players have ever spent time in the NFL, with Atlanta Falcons kicker Koo Young-hoe, 29, the only active Korean-born player in the league last season.

"The momentum of the Global Markets Program underscores the strong commitment of NFL clubs to growing the game and their passionate fan bases around the world," Peter O'Reilly, an executive vice president at the NFL, said in the Tuesday announcement shared online. "We can't wait to see the ongoing impact of the program on fandom and global growth in this season and in years ahead, both in new and existing markets and via new clubs joining and active clubs deepening their strategic commitments."

BY MARY YANG [mary.yang@joongang.co.kr]