The NFL uses the Super Bowl platform to inspire international talent around the world
Yesterday, the NFL debuted its new campaign for Super Bowl LVIII, “Born To Play,” a powerful ode to the diverse and inclusive spirit of the international game of soccer. In an unprecedented two-minute commercial immediately following the Apple Music Halftime Show, the spot celebrates the growth of soccer around the world and promotes increased opportunities in the sport for anyone who dreams of playing.
The spot opens in a traditional Ghanaian home with a young soccer fanatic itching to get outside to play the game, imagining himself in a heated soccer match in town on his way to school – along with prominent players of the NFL, such as Saquon Barkley (New York Giants), Justin Jefferson (Minnesota Vikings), Cameron Jordan (New Orleans Saints) and Jeremiah Owusu-Koramoah (Cleveland Browns). The journey takes the young fan to an NFL camp, where he sees others training to one day play at the highest levels of the game.
“The momentum around the global expansion of American football is real and exciting. Our intention is to embrace and celebrate this movement through strong communication on our biggest stage, focusing on the growth of both flag and tackle football,” said Chief Marketing Officer of the NFL. Tim Ellis. “This is an inspiring and heartfelt story about a Ghanaian boy who fantasises and dreams of playing football and celebrates the fact that anyone, from any background, can make that dream come true.”
Inspired by a speech given to NFL prospects at a football camp hosted by British-Nigerian former NFL linebacker and two-time Super Bowl champion Osi Umenyiora, the story reflects the NFL and Osi’s collective mission to encourage and to provide young people around the world with a life-changing experience and opportunity to play at the highest levels of the game.
“Talent is global, but opportunity is not. Opening doors for international athletes is not only my passion, but a way to give back to future generations of athletes,” said Osi Umenyiora. “The NFL changes lives and the path to playing the sport is now truly global. The league’s international football development programs are helping to change the lives of young people and grow the game around the world. This campaign shows young people worldwide that It doesn’t matter where you were born, but you were born to play.”
The ad was created by 72andSunny and directed by Andrew Dosunmu, a renowned photographer-turned-director from Lagos, Nigeria, who is known for his powerful film collaborations with Travis Scott. All film production took place in Ghana, with more than 90 local Ghanaian crew members and a cast of 400 local Ghanaian actors embedded in the spot.
Growing the game of football worldwide and increasing the number of international athletes playing in the NFL are priorities for the league. Five regular season games will be played as part of the 2024 NFL International Games, including a historic first regular season game in Sao Paulo, Brazil – the first in South America.​​​​
Seeing explosive growth around the world at both grassroots and elite levels, flag football is the most accessible form of the game. The International Federation of American Football (IFAF), with the support of the NFL, has led efforts to successfully include flag football in the Los Angeles 2028 Olympic Games.
In addition to the flag, there are a number of exciting international football development programs, including the International Player Pathway (IPP) program, which sees the NFL working towards participation and opportunity for all ages and all stages to play American football (tackle and flag formats) around the world. Established in 2017, the IPP program provides opportunities for elite international athletes to compete for a potential spot on an NFL roster. To learn more about the IPP Program and other football development programs, including the NFL Academy and NFL Flag, visit https://www.nfl.com/international/.