As the NFL continues to widen its international reach, one franchise making serious waves in the UK is the Kansas City Chiefs. With a Super Bowl pedigree and a bold brand identity, the Chiefs have quickly become one of the most recognisable NFL teams across the pond. We caught up with Chiefs CMO Lara Krug and NFL UK General Manager Henry Hodgson to find out what’s fuelling the team’s UK rise—and what’s next.
Chiefs Kingdom Goes Global
“The growth we’ve seen in Europe has been incredible, especially in the UK,” says Krug. “Over the past couple of years, we’ve really seen the Chiefs brand take off here. In fact, we’re now one of the top three most-followed NFL teams in the UK.”
That growing presence isn’t just about touchdowns—it’s about building meaningful connections with UK fans. Whether or not the team plays a game in Britain anytime soon, Krug says the Chiefs are committed to being part of the UK scene: “We’re here for the long term.”
What Sets the Chiefs Apart?
So, why are British fans connecting with Kansas City? Krug believes it’s a mix of championship success and the team’s unique American identity.
“We bring something different to the table,” she explains. “Sure, we’re a top-performing team with titles under our belt, but we also have this authentic Midwestern vibe—real community, real heart. People may not know where Kansas City is, but they feel the spirit.”
And that spirit includes some serious fan power. “We’ve got the loudest stadium in the world. That energy, that passion—it resonates with fans here who live and breathe their own sports culture.”
From Arrowhead to Abbey Road
The Chiefs aren’t just about football—they’re tapping into British culture through music, fashion, and creative partnerships.
“We’re not just here to drop in for a game and leave,” Krug says. “We want to collaborate with UK artists, celebrate the culture, and bring our own twist to it. Whether it’s through football, style, or music, we’re aiming to be part of the conversation.”
Building a Global Fanbase
For Krug and the Chiefs, the goal isn’t just gaining fans—it’s creating a movement.
“It means so much to see UK fans embrace us,” she says. “We want to become the global NFL team—a team everyone can feel part of. British fans are incredibly passionate, and there’s so much synergy between that and what we stand for in Kansas City.”
NFL’s International Momentum
NFL UK’s Henry Hodgson has been part of the league’s international journey since the very first game at Wembley in 2007. From one match in London to seven global games in 2025 (including stops in Germany, Brazil, Ireland, and more), the growth has been massive.
“When that first game happened, we didn’t even know if there’d be another,” Hodgson says. “Now, we’re heading into our 40th London game—it’s an unbelievable evolution.”
Tapping Into the Next Generation
For Hodgson, the mission now is clear: reach young fans and make the sport truly accessible.
“We’re laser-focused on the 12 to 24 age group,” he explains. “That’s where the growth is. We’re creating content that fits their world—on platforms they love, in a tone they relate to.”
That includes simplifying the sport for first-time fans and creating experiences that feel more connected to youth culture—think TikTok, YouTube Shorts, and real-time player access.
