During the recent Super Bowl, the NFL UK & Ireland TikTok channel executed a dynamic content strategy that significantly engaged fans across multiple locations. Led by Matt Hocken, the head of creative at Mongoose, a nine-person team created 70 pieces of content overnight, working from the United States, a London watch party, the NFL UK offices, and with one remote editor. This multifaceted approach helped the channel gain 8,000 new followers and reach 2.4 million new viewers, accumulating eight million views in total. The NFL’s Super Bowl TikTok content resonated deeply with fans by showcasing more than just the live action—it captured the emotions surrounding the event and the online conversations it sparked.
Focusing on Experience Instead of Just Game Highlights
Given that the Super Bowl takes place in the early hours of Monday morning for UK fans, the team emphasized the importance of pre- and post-game content. Matt Hocken explained that the TikTok channel aimed to be
“almost part of the highlights package, but it’s the highlights of the experience rather than the highlights of the game.”
Instead of merely broadcasting the sport, the NFL TikTok channel focused on engaging with the community by reflecting fan reactions and feelings, allowing the content to become part of the broader conversation.
So the pre and the post are really important for us. A lot of our content goes out live as well but it sees the pickup in the morning when everyone’s checking in.
– Matt Hocken, Head of Creative
Changing Perceptions of American Football in the UK
Hocken also addressed how American football’s place in UK sports culture has evolved over the past two decades. He highlighted that focusing only on live events risks portraying the NFL and the Super Bowl as mere spectacles instead of legitimate sports. The NFL’s year-round content strategy emphasizes that the sport is established in the UK, with games, academies, and ongoing activities. This approach shifts the focus from a single event to a continuous experience for fans.
If we just focused on the live it puts the NFL and the Super Bowl back in the position of being a spectacle, rather than a sport which over the last nearly 20 years has landed as a part of UK sports culture.
– Matt Hocken, Head of Creative
He continued by comparing the NFL season’s importance to other major sports events, stressing the need to treat the Super Bowl like a culmination of season-long efforts rather than an isolated spectacle.
So our job is that full season leading up to the moment and not making it seem like a spectacle. It is almost like the Champions League final.
– Matt Hocken, Head of Creative
Broader Implications and Future Opportunities for NFL TikTok Content
The work done by the NFL UK TikTok team marks a significant development in how major sports events are covered on social media, blending live content with community engagement to attract new viewers. By focusing on emotional reactions and fan interactions, the NFL has deepened its connection with supporters, especially in the UK market. This strategy also showcases the growing influence of digital platforms in shaping sports culture and reaching diverse audiences. As American football continues to expand internationally, the NFL’s innovative use of TikTok could serve as a blueprint for other sports organizations aiming to build global fanbases through authentic, interactive content.
