Tackling a new level of support

American football needs more than the influence of the biggest star in the game to grow grassroots support in its largest untapped market.

New England Patriots superstar quarterback Tom Brady has created a buzz in China’s small football community during his debut visit to the country, but to tackle more fans requires more than simply parachuting big names into a country where public perception of the game remains low.

NFL China knows the score, and has implemented a series of grassroots programs to help attract a new generation of supporters.

Richard Young, managing director of NFL China, said Chinese campuses should be the focal point.

“The challenge is to overcome the thought that the game is too foreign or that Chinese don’t play this game — because they do actually do,” said Young. “The level of play in schools here is solid proof of that.”

The annual China University Bowl, the national collegiate flag football tournament that debuted in 2009, has expanded from 20 teams to 60 over the past seven years.

In the less-physical version of the game, players defend by removing sashes attached to their opponents’ waists instead of employing heavy tackles.

To engage more fans, mini clinics are held on the sidelines of the national finals as part of the NFL Play 60 youth promotion, which affords curious spectators an opportunity to try their hand at fundamental skills.

The Play 60 program had reached out to more than 19,000 Chinese students by the end of 2016, while about 1.5 million viewers tuned in weekly to watch live NFL games on 15 media platforms last season.