The National Football League has appointed Lucy Roberts Hartley as its new Marketing Director in the UK.
Following three sell-out NFL UK International Games in London during October 2022, Roberts Hartley will be dedicated to accelerating the growth of the NFL UK fanbase, with a focus on 12–24-year-old audience, through fan engagement, NFL events, programmes and partnerships.
Lucy brings over a decade of sporting experience with her, joining NFL UK from UEFA Women’s EURO 2022 where she was the Marketing and Communications Lead for the record-breaking tournament. Prior to that, she was Head of Marketing for the ICC Cricket World Cup 2019 and Senior Brand Manager for the FA Cup where she led on all strategic marketing and brand management for the UK and internationally.
In addition to focusing on increasing fandom, Lucy’s remit will be to support the growth of Flag Football programmes for children in schools across the UK, the NFL Academy which is carving a path into American Football for 16-19-year-olds, and NFL Foundation UK which supports youth in underserved areas across the UK.
She will also support UK broadcast partners in bringing fans closer to the game on and off field through storytelling, as well as accelerating social channel growth across the market.
“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,” said Henry Hodgson, General Manager at NFL UK. “Building on the success of last month’s games, Lucy will help us to grow the leagues presence in the UK reaching new fans all year round.”
Lucy 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.
Lucy joins the team effective 1 November.
