The Rival Pod: Episode 3 with Alex Brooke, VP at the NFL
Inside the NFL: How Alex Brooke Builds International Strategy
On The Rival Pod, Alex Brooke, VP of Global Event & Business Strategy at the NFL, broke down how the league thinks about major events, international growth, and the next decade of fan engagement — with a heavy focus on reducing friction, improving personalization, and turning “event spikes” into year-round fandom.
Below are the key takeaways, straight from Alex.
From the Yankees to the NFL
Alex started outside of sports, then worked his way in by landing a role with the Yankees and falling in love with the day-to-day grind of live events. In 2016 he joined the NFL in finance, then transitioned to “the other side of the table” helping run strategy for the league’s major events business starting in 2019. Over time that expanded into international, focusing on how the NFL drives engagement in priority global markets.
“No two days are the same… and that’s one of the most fun parts about it.”
International strategy is about focus and expansion
The NFL is balancing two things: doubling down on markets that are clearly working (UK/London, Germany) while selectively entering new ones. The big near-term swing Alex called out was Australia next fall — a major lift across time zones, a new stadium, and a new continent.
“How to make a real splash with these games, but then drive engagement across the other 364 days of the year once the circus leaves town.”
Who the NFL watches for global playbooks
Alex said the league actively benchmarks other properties. Two stood out: the NBA’s Europe ambition (where basketball already has a foothold) and F1’s ability to rotate between iconic repeat cities while still creating “new tentpole” moments like Miami and Las Vegas.
“We’re definitely taking notes… and benchmarking ourselves against.”
Fan engagement now has a 12-month expectation
From Alex’s seat, the in-person audience still matters most because it creates the energy people see on TV. But the more interesting shift is what happens after game day — tracking how fans move through the broader ecosystem (fantasy, streaming/DTC, Madden, other licensed games) and using that to shape year-round engagement.
“The real interesting portion… is what do they do the rest of the year?”
The two technology themes that matter most: access + knowing who’s there
Alex called out two problem-solving priorities that will define the next 5–10 years across sports. First is frictionless entry and access — the idea that fans shouldn’t “break stride” to get into a venue. Second is closing the identity gap beyond the ticket buyer so teams can personalize for everyone in the group, not just the purchaser.
“It feels like there’s a whole another level to get to… where you’re not breaking stride.”
International games are shifting from “NFL festival” to “real home game”
The league still wants that “rainbow” of jerseys, but Alex noted a real change in repeat markets like London: certain teams are starting to own the building (ex: Vikings at Tottenham) and the game presentation is becoming more consistent with what you’d see stateside.
“It really feels and looks… purple in the stadium.”
Flag football is the participation flywheel
Flag is a major strategic lever because it’s more accessible (less equipment, easier to run anywhere, translates globally) and creates a stronger likelihood of long-term fandom. Alex also pointed to the Olympics tailwind and the NFL’s Flag Championships as an aspirational event designed to drive more kids into the funnel.
“If you play, you’re much more likely to be a fan… and pass that fandom down.”
International fan entry often starts with the Super Bowl
Alex said a meaningful share of international fans first discover the NFL through the Super Bowl. From there, the league is working on a repeatable “fan journey blueprint” that can flex by market and by entry point (watching, playing, gaming, social-only) as measurement and opt-in data get stronger.
“We’re able to know and engage those fans in a much more tailored way.”
What makes a great sponsor fit
Alex framed the best partnerships as a clean Venn diagram: when the activation feels organic and the two brands naturally co-promote. He also emphasized the NFL’s breadth of surfaces — on-site media, digital products, gaming, and more — as the unlock for differentiation.
“When that Venn diagram works really well… the promotion is just automatic.”
How the NFL measures success: different ROI lenses
Domestically, major events are treated like a portfolio where each property has different strategic and financial objectives (Super Bowl vs Draft vs emerging assets like Flag Championships). Internationally, it’s about tracking engagement trends over time and proving the games create a spike that turns into sustained year-round behavior.
“It’s not either/or… it’s just a different approach to what that ROI lens looks like.”
A personal moment: the Commissioner’s Award
Alex shared that receiving the Commissioner’s Award was a surprise and meant more because it’s peer-voted. For him, it represented the value of relationships and partnership across the league, and he got to share the moment with his wife.
“The best part… it’s voted on by peers.”
The Lightning Round Recap
Q: Favorite athlete growing up.
A: Tony Gwynn.
Q: Favorite athlete today.
A: Justin Herbert.
Q: Favorite video game ever.
A: Madden.
Q: Best live sports moment you’ve seen (live or on TV).
A: Super Bowl LII (Patriots vs Eagles) — first Super Bowl he attended, with his dad.
Q: Favorite city to watch a game.
A: Yankee Stadium (big games) and Petco Park as a 1A/1B.
Q: One rule you’d change in the NFL.
A: Fast-forward to a fully reliable electronic measurement system to remove controversy.
Q: Hot take about the sports industry.
A: It’s more break-in-able than people think — there are more entry paths than students realize, and a lot of jobs exist that younger folks don’t even know are options.