American football’s NFL has today (November 2) announced the appointment of Lucy Roberts Hartley as its new marketing director in the UK.

Roberts Hartley, who began in the role yesterday (November 1), will be tasked with “accelerating the growth of the NFL UK fanbase, with a focus on 12-24-year-old audience, through fan engagement, NFL events, programs, and partnerships.

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In addition to focusing on increasing fandom, her remit will be to support the growth of flag football programs for children in schools across the UK, the NFL Academy, and NFL Foundation UK which supports youth in underserved areas across the country.

She will also support UK broadcast partners, such as pay-TV giant Sky and commercial broadcaster ITV, in “bringing fans closer to the game on and off the field through storytelling, as well as accelerating social channel growth across the market.”

Roberts Hartley has over a decade of experience in the sports industry, joining NFL UK from UEFA Women’s Euro 2022 where she was the marketing and communications lead for the national teams tournament held in England.

Prior to that, she was head of marketing for the ICC Cricket World Cup 2019 and senior brand manager for English soccer’s FA Cup where she led on all strategic marketing and brand management for the UK and internationally.  

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Henry Hodgson, general manager at NFL UK, said: “We are so pleased to welcome Lucy to the team at such an exciting moment for NFL UK. She is an incredibly valuable addition with her depth of experience and knowledge. Building on the success of last month’s games, Lucy will help us to grow the league’s presence in the UK reaching new fans all year round.”

Roberts Hartley added: “I’m delighted to step into the exciting world of NFL, taking all of the valuable experiences I’ve gained in sport to help unlock the potential of the NFL in the UK and inspire new generations to follow and play the game.