Samsung teams up with former American Football pro and leading pundit to tackle the UK’s wide-spread confusion of the increasingly popular sport
- New research from Samsung reveals that despite the surging popularity of American Football, the vast majority (67%) of Brits are still in total confusion over the rules
- To help American Football fans understand the basics, Samsung and American Football ex-pro and pundit Jason Bell, have launched a Jargon Buster Playbook, offering easy explainers so fans understand their foul plays from fumbles and snaps from safeties
- Despite this, American Football’s popularity is increasing here in the UK, with nearly a quarter (23%) of UK American Football fans considering purchasing a larger TV screen enjoy and enhance the full matchday experience at home and one in five (20%) are already planning on hosting a Superbowl party in February.
NFL ex-pro and pundit, Jason Bell, pictured with the Samsung 98” 8K TV at Samsung KX, London
LONDON, UK – October 9, 2024 – With the season now in full swing and the London game series underway, the UK has hit peak American Football fever. However, new research by Samsung has revealed that most UK fans are grappling with the basics of the sport, with more than 4.8 million fans pretending to understand the rules.
As the official TV partner of the NFL, Samsung has therefore teamed up with leading American Football pundit and ex-pro Jason Bell, to create the Jargon Buster Playbook – to help fans with a simple, crystal-clear guide to the most common game phrases. Top misunderstood phrases and rules included ‘Post Up’ (25%), the ‘downs system’ (23%) and what the difference is between the AFC and NFC divisions (24%). Others were even lost on some of the most common terms, with 18% not understanding what a quarterback was. Despite this, two thirds of fans (67%) are happily following each game permanently on the blindside.
The research found that a third (32%) of the UK – more than 17 million – are going to be glued to this year’s hotly anticipated season, with the Kansas City Chiefs setting their sights firmly on the unprecedented accolade of three Super Bowl wins in a row.
Some viewers are getting creative to appear ‘in-the-know’, despite not grasping the rules. Among them, 10% admit to frantically looking up terms on their phones during games, while another 9% simply mimic the cheers around them during crucial plays—anything to fake it til they make it.
The research also found that American Football isn’t alone in leaving fans puzzled. Brits are just as baffled by the rules of sports closer to home, with Rugby (18%), Cricket (15%), and Tennis (12%) topping the list of games they watch without really understanding what’s going on.
Despite the confusion, Brits are still embracing American Football with open arms. 20% are already planning a Superbowl party this season and equally one in five will host a social event at home centred around an in-season game. A further 9% have even upgraded their TV to a larger screen to immerse themselves in the action, with a further 23% considering doing so in the coming months. Nearly a quarter (23%) are also considering upgrading to either 4K or 8K, so they watch tackle and touchdown with perfect clarity.
Jason Bell comments: “With this season set to be one of the most dramatic yet, it’s the perfect time to dive into one of the world’s most thrilling sports in the world. As exhilarating as it is, I know how confusing the terminology can be if you’re new to it, making our new Jargon Buster Playbook the perfect tool to break down the basics of the game so everyone can enjoy it.
“With just the three games taking place live in the UK, most UK fans will need a home setup that delivers a front-row experience to the drama. Whether you’re just starting out or you’re a long-time fan, this guide, paired with the perfect TV at home, will help you feel at the heart of the action all season long.”
Zeena Hill, Director of Marketing for TV/AV at Samsung Electronics in the UK and Ireland, said: “With American Football’s popularity booming across the UK, fans across the nation are searching for the ultimate TV and audio upgrade to elevate their viewing experience at home. Our research uncovered an interesting paradox between the increasing appeal of the game and understanding it.
“So we are working with American Football guru Jason Bell to create this basic jargon buster playbook. This combined with the unique clarity and quality of our TVs means fans can now not only watch every detail for the ultimate immersive experience but also can now relax knowing they understand exactly what’s happening!”
Samsung is the official TV partner of the NFL this season, with the partnership extending across the whole season, culminating at this year’s Super Bowl on February 9, 2025. Samsung’s latest 4K and 8K TVs offer unique AI-enabled features – such as AI Motion Enhancer Pro which sharpens and smooths out object motion to follow every element of the game with consistent clarity – delivering the ultimate at-home viewing experience to watch the thrilling detail of every kick, play, sack and touchdown of one of the biggest sports in the world.
To help fans embrace the action head-on this season, Samsung has also teamed up with DAZN to offer a one-week NFL Game Pass subscription included with the purchase of any Samsung TV. Providing fans with additional access to live NFL games and exclusive content, this further solidifies Samsung’s commitment to delivering top-tier sports entertainment to its customers.
Samsung has been the global TV market leader for 18 years [1] and the latest 4K and 8K TVs offer unique AI-enabled features to take immersive sports viewing to the next level. To find out more about the range, and how you can upgrade, visit: https://www.samsung.com/uk/tvs
To super-size your entertainment, check out the Samsung 98” TV here: https://www.samsung.com/uk/tvs/supersize-tv/
Samsung and Jason Bell’s American Football Jargon Buster Playbook
| American Football term | % of brits who do not understand the term | Jason’s Jargon Buster |
| Fourth down | 23% | The final of four attempts a team must advance the ball 10 yards; failure results in the other team gaining possession. |
| Safety | 19% | A scoring play where the offensive team is tackled in their own end zone, awarding 2 points to the defending team. |
| Fumble | 21% | When a player loses possession of the ball during a play, and either team can recover it. |
| Snap | 23% | The action of the centre passing the ball back to the quarterback to start a play. |
| Quarterback | 19% | The player who leads the offence, calling plays, passing, or handing off the ball to advance downfield. |
| Neutral zone | 23% | The space between the offensive and defensive lines at the line of scrimmage, where no player can be at the start of a play. |
| Penalties | 19% | Violations of rules resulting in lost yardage or other disadvantages for the offending team. |
| Scoring / points system | 21% | Touchdowns (6 points), extra points (1 or 2 points), field goals (3 points), and safeties (2 points). |
| League structure | 23% | The NFL is divided into two conferences (AFC and NFC), each with four divisions of four teams; teams compete to reach the playoffs and ultimately the Super Bowl. |
| Player positions / team structure | 22% | Teams are composed of offence, defence, and special teams, each with specialised positions like quarterback, line-backer, and kicker. |
| Special teams | 22% | Units that handle kicking plays, including punts, kick offs, and field goals. |
| Foul play | 20% | Actions that violate the rules and may cause injury or unfair advantages, resulting in penalties. |
| The difference between the AFC and NFC divisions | 24% | The NFL is split into the American Football Conference (AFC) and National Football Conference (NFC), with teams from each competing within their conference to reach the Super Bowl. |
| Post up | 25% | A term generally used in basketball, but in the American Football, it can refer to a player positioning themselves to shield a defender and await a pass. |
| The downs system | 24% | Teams have four attempts (downs) to advance the ball at least 10 yards; if successful, they earn a new set of downs, otherwise, possession goes to the other team. |
[1]Samsung TV has been ranked the no.1 selling TV brand for 18 consecutive years by Omdia.