American billionaire Joel Nagel is spearheading an ambitious effort to establish American football in Europe through the American Football League Europe (AFL Europe), with the recent addition of the London Warriors marking a significant milestone.
Nagel, who also heads a prominent international law firm and investment bank, is personally funding the league's operations. He projects that the league will incur $15 million in losses for its inaugural year, but anticipates breaking even in the following season. "While this keeps me flying between homes and family I believe that this will become part of their futures," Nagel stated, referencing his commitment to the league's long-term success and its potential impact on his children's futures.
The AFL Europe currently comprises eight teams: the Paris Lights, Vienna Vikings, Alpine Rams, Rhein Fire, Berlin Thunder, Florence Red Lions, Wroclaw Panthers, and the London Warriors. The London Warriors have notably reached the playoffs for the league's championship game, the Gold Bowl, scheduled for September 6 in Duisburg.
Crowds in Germany and Vienna have reached up to 35,000 spectators, and Nagel is optimistic about replicating this success in London. While the most recent London Warriors home game drew 1,500 attendees, he is actively seeking venues with capacities of 12,000 to 15,000, potentially in Wimbledon. "Our fans need a home as much as our players," Nagel commented on the need for dedicated facilities.
Nagel's strategy includes developing local talent. The league permits four American players and several other European players per team, but the focus is on nurturing homegrown talent to foster community ties and ensure the sport's growth. "For the game to prosper we need to develop our own players," he explained. He also highlighted the positive impact the league has on young players, some from disadvantaged backgrounds, by facilitating international travel for games in cities like Paris, Berlin, and Vienna.
Nagel's passion for American football stems from his childhood admiration for the Pittsburgh Steelers, whose success in the 1970s he believes brought hope and spirit to his home state of Pennsylvania. He sees a similar potential for American football in Europe, noting that it is already the second most-watched sport in Germany and Austria.
Technological advancements are also being leveraged, with plans to broadcast the league's feed to the American market to broaden sponsorship opportunities. The league's season runs from May to early September, a period when the NFL is not active, creating a unique window for European football. Discussions are underway with the BBC for a potential broadcast deal next season.
Nagel is exploring all avenues for expansion, including a recent regular-season game played in Mallorca, targeting British holidaymakers. He indicated that a Spanish team might be a future possibility. Nagel, who commutes between homes in Pennsylvania and Vienna, described his demanding schedule, stating, "Sometimes I think I live at 38,000 feet."