There's still plenty of skepticism out there over the NFL's ability to put a franchise in London anytime in the foreseeable future.
The first 10 months of 2012 have shown that the league is serious about trying.
The initial step was taken in January with the St. Louis Rams reaching a three-year agreement to play home games in London. Of course, the Rams had to back out, to focus on their ongoing stadium battle back home, but the NFL reaffirmed its desire by adjusting and getting a commitment from the Jacksonville Jaguars to enter into a similar deal, starting in 2013. And then, earlier this month, the league locked in a second game at Wembley Stadium for 2013, with the Minnesota Vikings and Pittsburgh Steelers set to meet next September.
This week marks the fifth anniversary of the NFL's first regular season game in London. And as the Rams and New England Patriots prepare for Sunday's game, it's clear that the league is moving into a new phase with its project.
"If we have a goal to accelerate the growth of our fan base in the UK, we have that ambition to create new opportunities in the future, it was going to be through that two-pronged approach," NFL Vice President of International Business Chris Parsons said. "One was to have a returning team, and we went through that process, and got Jacksonville. And by going down that path, with a returning home team, they'll see a team year after year. It's a good hook to increase the fan base.
"And then, after that, we've talked about the second game for a while. For the viewers, having one game is great. But for our fans over here, being able to impact the sporting calendar, adding a second game, and having the two games four weeks apart is a critical next step."
Parsons won't say it directly -- "It's not something I would be involved with" -- but these pieces of progress show where the league is going. The reasoning behind each move -- to test the market -- explains that.
Putting a team over there annually is a way to remove the novelty from the game, and see if fans will return to see the same club each year, and maybe even build loyalty toward that group. Adding an extra game, of course, would be an indicator to see if, someday, fans could be counted on to show up eight times every fall.
"I think theirs is an aspect of what we're doing where we look at it and say, 'Would the UK be able to sustain a team?' " Parsons says. "For now, it's, 'Let's build the fan base, so we can put ourselves in the top five in this country, so we'll be able to have that conversation.' For us, it's building that fan base, getting it to that size and scale, so if there's a future opportunity, we're ready for it. We're not looking at that as a short-term goal, though."
The "top five" ranking Parsons referenced has become a magic phrase for those involved in the league's international pursuit. It means the NFL getting into the top five spectator sports in the UK. When that happens, the push to put a team in London full-time will get stronger.
"If we continue to see the growth in the fan base we've seen the last three to four years, and continue to move up the rankings, and become more popular. ... As long as that continues, I believe we can be in the top five within the next five years," Parsons said.
Right now, American football ranks seventh or eighth on the list. Soccer (obviously) tops the charts over there. The next cluster includes cricket, rugby and tennis. After that, golf and motorsports. And then, American football and, believe it or not, darts. So based on that, the NFL would have to pass golf and motorsports in UK popularity for the league to seriously consider what some of football's biggest power brokers have high on their agenda, breaking into the London market full-time.
Taking that next step won't be easy, but Parsons was able to cite plenty of progress over the first six years of the Wembley incarnation of the International Series. Over that period, the league has gone from having two sponsor partners across the pond to 12, while regular-season ratings in the UK are up over 150 percent. Also on the rise: traffic to NFL.com, "NFL Game Pass" (Europe's "NFL Sunday Ticket" equivalent) subscriptions and "Madden NFL" sales.
With this growth, it's easy to see why the league has focused so intently on London and the UK, rather than branching out to places like Germany -- where football has been more popular than it is in England, but issues like television distribution exist.
"My view is that you build a sport up, and you get to a level of scale, you want to keep growing," Parsons said. "There's no point in being 15th in 20 different countries. So if we can demonstrate the steps we're taking get us to where we want to go, our goal would then become to replicate what we're doing here in other countries. We want to get it right here before we go elsewhere."
Not all of the signs are positive. The league had to tarp around 2,000 seats at Wembley last year, something Parsons chalks up to the lockout pushing planning back and delaying ticket sales. And the way the NFL sees it, 2013 was always the best time to move on the annual team and second game because the Olympics were in London this year, sucking up the entertainment dollar of the public. (Something that further illustrates American football's current place on the periphery.)
But overall, entering its sixth year, the London game definitely has been a success in Parsons' mind. Typically, he says, the crowd at Wembley is 4 to 5 percent American/transplanted American, and 5 to 10 percent comes from other parts of Europe, leaving the vast majority as native to the UK.
For Parsons, too, there's a personal level of satisfaction in that. He grew up in Manchester and remembers how it used to be.
"The only way to get live content was through the Armed Forces Network, and the signal was very weak," he said. "I remember trying to get the signal in my bedroom as a kid. So to me, this is about bringing the NFL, which has so many layers, to a great country and whole new generation of fans, and those grown-ups who had the same experience I did. I go to games at Wembley and see the young guys saying, 'This is great, thanks for bringing the game here.' That's such a rewarding element for me."
And if the league has its way, the best is yet to come.