A regular season NFL game attracts an average of 14.9 million viewers, making American football the most popular sport in the United States. However, in recent years, this loyal fanbase has crossed borders and found support from one unlikely country – the UK.
British fans are often overlooked in the context of uniquely American sports like this, but they are a valuable audience to engage. By comparing language in fan forums used by the same audience over two countries, we were able to identify very specific differences in the way each think – the language that defines them, and their attitudes.
These insights are crucial for marketeers, comms professionals and advertisers looking to segment their messaging and break into new and foreign markets.
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