The National Football League (NFL) is set to shine a spotlight on its expanding global endeavors in its 2024 Super Bowl commercial. A sneak peek, unveiled in a Sunday 15-second teaser on January 28, 2024, featured three NFL stars— Saquon Barkley (New York Giants), Justin Jefferson (Minnesota Vikings), and Cameron Jordan (New Orleans Saints)—showcasing their skill on the vibrant streets of Accra, Ghana.
Running, jumping, and making spectacular catches, the teaser hints at an exciting fusion of American football prowess and the cultural richness of the Ghanaian capital. The teaser featured Barkley leaping over a checkers table, Jordan flipping over a vehicle, and Jefferson making a spectacular one-handed catch, followed by a demonstration of the Azonto, a Ghanaian dance.
The teaser for the 2024 NFL Super Bowl commercial was directed by Andrew Dosunmu from Little Minx, with cinematography by Malik Hassan Sayeed, according to AdAge. Dosunmu and Sayeed are also behind the creation of the upcoming full Super Bowl spot.
Titled “Born to Play,” the campaign serves as a tribute to the NFL’s international efforts, the league’s commitment to developing local talent globally and creating pathways for aspiring athletes to join the league.
The NFL’s global initiatives have experienced notable growth in recent years, marked by the establishment of the Global Markets Program in 2022. This program enables teams to engage in marketing, fan outreach, and commercialization activities in international markets. Currently, 21 teams are involved, spanning 14 global markets.
The NFL expanded its international presence by hosting three games in London and two in Frankfurt, Germany, during the most recent season. The NFL is actively engaged in global talent development through partnerships with the International Federation of American Football and NFL FLAG. These initiatives are integral to the league’s long-term strategic plan to expand its fan base beyond the United States.
The NFL’s 2024 Super Bowl commercial is scheduled to air immediately after the Apple Music Halftime Show during the CBS telecast on February 11, 2024.
The NFL’s 2023 Super Bowl spot centered on expanding into growth markets, emphasizing flag football, the women’s game, and targeting Hispanic audiences.