Alistair Kirkwood heads up the NFL’s UK office in London, overseeing all commercial operations, including television negotiations and the staging of NFL International Series games in the UK.
Under his guidance, the NFL has achieved consistent growth in the UK over the past decade and has now staged eight successful games at Wembley Stadium over the past seven seasons – the only regular-season NFL games ever staged outside North America. In autumn 2014, the NFL will stage three games in London for the first time.
UK broadcast coverage of the Super Bowl achieves a combined television audience of four million viewers annually, with the NFL numbering Sky Sports, Channel 4, British Eurosport and Absolute Radio among its UK broadcast partners. The NFL’s UK internet site has grown in the past seven years to achieve a ten-fold increase to 380,000 registered users.
Kirkwood joined the NFL in 2000 as Vice-President of Strategic Planning. He had previously completed an MBA/MBI degree (Masters in Business Administration and Business Informatics) at the Erasmus Graduate School of Business in Rotterdam, Netherlands.
Earlier in his career he worked for blue-chip organisations such as Hilton Hotels as well as small telecom start-ups. His background is in finance and marketing and in 1996 he won the grand prix in the Sunday Times National Marketing Awards.