British figures such as defensive coordinator Adam Durde are highlighted in interviews to boost relatability and local interest.

Channel 5 will keep expanding the NFL’s appeal in the UK by blending entertainment with sport, bridging cultural gaps and boosting engagement for upcoming broadcasts, including special Super Bowl coverage.

Channel 5 secured a free-to-air NFL deal in the U.K. to grow interest, with Hungry Bear Media producing a family-friendly, studio-game hybrid hosted by Dermot O’Leary, Sam Quek and Osi Umenyiora.

For Super Bowl Sunday, Channel 5 plans live branding from San Francisco, plus VT packages and interviews, including with Seahawks defensive coordinator Adam Durde, and a signature format called “NFL or…?” to engage both American and British audiences.

Audience reception evolved from mixed reactions among hardcore fans to broader acceptance as the family-oriented format proved engaging, aided by cultural influences such as Taylor Swift’s presence.

Initial reactions were mixed with hardcore fans feeling the studio games were patronizing, but families and broader audiences warmed to the format as the season progressed.

The first season featured typical games supplemented by interactive punditry, quizzes, and family-friendly audience games hosted by Dermot O’Leary, Sam Quek and Osi Umenyiora, produced by Hungry Bear Media.

Executive producer Luke Shiach discussed the challenges of adapting NFL broadcasts for UK standards, including fewer ad breaks and maintaining engagement through studio segments during game pauses.

Taylor Swift’s cultural influence is leveraged to attract fans, including Swift-lookalikes appearing during broadcasts to spark curiosity and engagement.

The Swift phenomenon is acknowledged as a factor in expanding the UK NFL audience, with attempts to leverage it through themed audience engagement moments.

Production challenges include unpredictable U.S. feed-driven game breaks, requiring on-air talent to fill time quickly and coordinate between stadium and studio to avoid missing action.

Live NFL production in the UK demands managing unpredictable breaks and close coordination with the U.S. feed to safeguard key moments.