Case studies

Economic impact of the 2013 NFL International Series for Hanover Communications

The Deloitte Sports Business Group was engaged by Hanover Communications to assess the economic impact of the staging of NFL International Series games on London and the wider UK economy.

Through consultations with NFL management, we developed a series of expenditure assumptions relating to the 2013 NFL International Series across the main stakeholder groups, namely spectators, competing teams, event management, sponsors and the media.

We estimated the economic impact associated with the 2014 NFL International Series using a model tailored to the London and UK economies. We then adjusted our assumptions for a further two hypothetical scenarios: an expanded International Series of four games, and a London-hosted NFL franchise (i.e. eight games).

We produced a concise report setting out the economic impact of the three scenarios, together with contextual analysis and an indicative analysis of the potential economic profile of a London-hosted Super Bowl.

Our analysis was used to inform discussions around the success of the NFL International Series in London with key stakeholders, including national government.

Find out more about our strategy and governance work.

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