Keisha Wyatt’s Bold Vision is Shaping the Future of Global NFL Fandom
This savvy sports marketer is carving out a brand-new role for the league—and for herself.
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As the Director of International Marketing for the Minnesota Vikings, I oversee the marketing strategy to expose our brand to foreign markets, predominantly the United Kingdom and Canada. Since the NFL launched its Global Markets Program only three years ago, I’m the first person hired into this specific role within the organization.
This is the kind of exciting challenge where you are learning and building the plane as you fly. You’re a big brand in your country, but you have to go into a new territory where you run into individuals who don’t necessarily know who you are. You have a lot of competitors as well, like the Premier League (soccer, as we say) that has a massive amount of legacy and fandom built in already, as well as rugby and other sports and entertainment options.
Plus, we’re growing a sport for foreign fans who don't have access to watch NFL games every Sunday, whether in person or on TV without a paywall. But the Vikings have been fortunate to have regular-season games in London and now also in Dublin–the Vikings have played four times internationally in the past three years. In my first week on the job in 2022, the Vikings played the New Orleans Saints in London, at Tottenham Hotspur Stadium.
Last year, we returned back to London to play the New York Jets. The day before the game, we took over London’s Outernet Global, which is essentially a mini Times Square, with a full-day immersive event. We told our story in a very creative, experiential way. We had current and alumni players, cheerleaders, the mascot, and larger-than-life, 3D visuals that put fans in the center of the action. Because of the amount of traffic that went through that area of central London, we got to showcase our brand to hundreds of thousands of fans and introduce ourselves to locals that may have been unfamiliar to the sport and our brand.
Fearlessness and curiosity are essential in this job. You constantly have to ask, “What if we tried it this way?” or “How do we infuse our brand into what people are already talking about?” I’m fortunate to have leadership that supports the big, audacious ideas that pop into my head. Creating the Outernet experience required a significant investment, but when I presented my vision, they didn’t hesitate: “Okay, let’s do it.” Later, our COO told me, “Keisha, when you first walked me through the idea, I couldn’t fully visualize it. But seeing the final product, I thought, ‘Wow–this was absolutely worth it.’” It's those moments that really do mean a lot.
As part of our international strategy, I’ve been intentional about ensuring our presence extends beyond game week. Our focus is on showing up 365 days a year across both Canada and the United Kingdom. We’ve hosted watch parties in cities throughout each country where we know Vikings fandom is strong, and we regularly bring our Legends to these communities to create meaningful connections with fans. We’ve also run several co-ed flag football clinics for youth, which often serve as their first introduction to the sport. These initiatives are core tactics in our global markets approach.
From a social media perspective, I’m always asking what unique, region-specific content we can create for each market. We operate country-specific Instagram channels, allowing us to tailor content directly to each audience. In Canada, that might mean reimagining the Vikings’ Skol chant as “Skol, eh,” tapping into a familiar local expression. In the UK, it could be incorporating elements like English afternoon tea into our storytelling. Our German platforms feature fully German-language content aligned with local preferences. Little things like that have helped build up our fandom from a social standpoint.
One idea I’ve always lived by in work and life is persist, persist, persist—even if it can be lonely sometimes. When I was a sophomore at the University of Texas at San Antonio, I applied eight times for a position with the Spurs, a two-and-a-half year process of applying and being told no and applying again. But it was fine, because when I finally got the job, I got to work with the Spurs at a time when we had a lot of foreign players. Spain, the Caribbean, France, Australia, Italy—all these countries were represented within the team. That prepared me for what was to come later in my career.
Working in the NFL at a club front office today is a direct reflection of the values I was raised with—resilience, determination, and a belief in pushing boundaries. As the first in my family to graduate from college, I’ve always understood the importance of creating pathways where none existed. I’m grateful for the journey so far, and I’m excited about the future. Being able to create meaningful experiences, connect with fans, and leave a lasting impact is what drives me every day—and I can’t wait to see what comes next.
