NFL Expands Presence in Africa with Super Bowl Advert Featuring Accra Marketplace

As the Super Bowl and Africa Cup of Nations 2023 draw to a close, the NFL surprises fans with a bold move to engage new audiences across the African continent. In a 15-second teaser aired during the Super Bowl weekend, the NFL showcased its commitment to global initiatives by transporting viewers to the vibrant streets of Accra, Ghana.

The commercial, titled “Born to Play,” captures the essence of African culture as three NFL stars—Saquon Barkley, Justin Jefferson, and Cam Jordan—navigate the bustling Makola Market, interacting with street vendors and showcasing their athleticism with flips, leaps, and the iconic Azonto dance.

This groundbreaking campaign marks the NFL’s growing presence in Africa, spearheaded by players like Jeremiah Owusu-Koramoah of the Cleveland Browns, who proudly incorporates Ghanaian and African influences into his pre-game attire, showcasing a unique fusion of sports and culture rarely seen in American professional sports.

Currently, the NFL boasts over 125 players of African descent, highlighting the league’s commitment to diversity and inclusion. Last year, the NFL Africa program expanded to Kenya, further solidifying its dedication to growing the game at all levels across the continent.

One team leading the charge in embracing African talent is the Indianapolis Colts, with six African players on their roster. This diversity creates an environment where players can share their unique experiences and proudly represent their heritage on the field.

For players like linebacker Segun Olubi, being of African descent comes with a sense of responsibility and pride in representing their roots. Olubi emphasises the importance of being an ambassador for Africa and making his family and community proud through his achievements on and off the field.

Looking ahead, the NFL continues to invest in international talent through initiatives like the International Player Pathway program, which recently announced its Class of 2024 featuring 11 athletes from around the world.

Former NFL player Osi Umenyiora, now leading the NFL Africa initiative, sees immense potential on the continent and believes that the partnership between Africa and the NFL is just beginning. With 37 international players already signed to NFL teams, Umenyiora highlights Africa as the home of some of the world’s most incredible athletes, paving the way for a bright future in the global football landscape.