The Rams move from St. Louis to Los Angeles was motivated by many factors, most of which were obvious from a domestically economic standpoint.
But it’s clear now an even broader vision was being formulated by Rams owner Stan Kroenke, one he expressed to fellow National Football League owners upon asking them for permission to make the move from St. Louis to L.A.
Kroenke wanted to use the platform provided by being in the second-biggest market in America to sell the Rams brand across the world.
A point Rams CEO Kevin Demoff explained in a story in the London based Guardian.
According to The Guardian: The Rams pitch mirrored the philosophy of team owner Stan Kroenke, who is also the lead shareholder of the English Premier League team Arsenal, and has long looked for ways to maximize the marketing power of that franchise with the Rams and his NBA and NHL teams in Denver. Rams management believes Los Angeles gives them an identity that is appealing around the world, conjuring images of a glamorous and important metropolis.
As Demoff explained:
“I think in Stan’s vision, Los Angeles and London are on-par as world class cities, and you can link those opportunities with the Denver opportunities for an international platform. That was the thought with Los Angeles.”
The Guardian went on to write: The Rams could not sell themselves internationally from St Louis. While some NFL franchises in smaller US markets like the Green Bay Packers and Pittsburgh Steelers are iconic names known around the world, the St Louis Rams did not resonate globally. As the Los Angeles Rams, they think they have a chance to emerge from the slurry of NFL teams and perhaps build name recognition in other countries.
Part of which explains the Rams playing a game this year in London – October 23rd against the New York Giants – and why they are expected to host three games abroad between 2016-2018 while they play at the Los Angeles Coliseum during construction of their new stadium in Inglewood.
One of those three games is expected to be in China, which brings up another factor in the move to Los Angeles.
As The Guardian points out: Both the Rams and the NFL talk about Los Angeles as a gateway to Asia. The league has long wanted to establish themselves in China, Japan and Korea, but have not had the success of their ventures in the UK primarily because they haven’t been able to play games in those countries. Nine years ago the NFL cancelled a pre-season game between Seattle and New England when logistics proved too difficult. All these years later, they believe they ready to make a push and they hope to use a Los Angeles team to do so.
Demoff pointed out that the Inglewood stadium is only four miles from Los Angeles international airport, and the most common flight path takes planes only a few blocks south of the stadium as they land. With several flights landing daily at the airport from Asia he said he imagines that the first glimpse many of those passengers will get of the US is the Rams stadium out their window.
“When they fly over they’ll say: ‘Look at that stadium,’” Demoff said.
