Changing the Game: How Jaimee Is Helping to Grow the NFL in Australia & New Zealand
From global sporting moments to shaping the future of fandom in Australia and New Zealand, Jaimee plays a pivotal role in driving the NFL’s growth across the region, shaping how the sport connects with fans in an increasingly competitive market.
Jaimee Godfrey, Marketing Manager for the NFL Australia and New Zealand
As Marketing Manager for NFL Australia & New Zealand, she works across local and global teams to deliver culturally relevant marketing initiatives that build awareness, engagement, and long-term fandom.
With a strong focus on grassroots marketing, Jaimee leads initiatives spanning bespoke digital content, creator partnerships, player activations, major NFL events, and media engagement across PR, communications, and broadcast.
As she puts it simply: “My job is to splash NFL everywhere.”
Falling into the Dream Role
Like many fans around the world, Jaimee’s first introduction to the NFL came through the Super Bowl and more specifically, its iconic halftime show.
“I’ve always been a big sports fan, so the NFL was on my radar, but I never considered it a career path,” she explains. “I honestly fell into the role. I saw they were hiring a marketing manager and thought, ‘why not apply?’”
Nearly three years on, it’s a decision Jaimee says has been nothing short of career-defining.
Big Moments, Bigger Impact
Throughout her time with the NFL, Jaimee has delivered a number of high-impact projects, spanning player trips, fan activations, and major local events. However one milestone stands apart. “The Melbourne 2026 announcement was definitely the most exciting,” she explains. “It was a project we’d been working on quietly for months, so revealing it was incredibly special.”
It’s a moment she describes as both surreal and incredibly rewarding, with even more excitement still to come as the historic game draws closer.
Working in a traditionally male-dominated industry, Jaimee is passionate about the importance of strong female leadership in sport.
“I’m really grateful to work alongside some of the strongest and most powerful women in the sports industry,” she says. “It allows me to showcase the impact women can have — making decisions, leading teams, and changing the game.”
Building NFL Fandom in Australia & New Zealand
When it comes to growing the NFL brand locally, Jaimee believes success comes from doing things differently.
“We don’t think about what local codes or other sports are doing,” she explains. “Our strategy is unique to us.”
Rather than focusing solely on what happens on the field, the NFL positions itself as both a sports and entertainment brand with a presence across music, fashion, lifestyle, and pop culture.
“We activate the NFL brand 365 days a year,” Jaimee says. “Whether we’re in season or not, we focus on key tentpole moments like the Super Bowl, season kickoff, and the NFL Draft, while also building a strong grassroots presence.”
Why Riva Offices?
Despite a fast-paced role that has her constantly on the move, Riva Offices remains Jaimee’s home base.
“The community is what I love most,” she says. “We’re on the road a lot, so it’s really nice to come back after a few weeks away to an office full of people working across such a wide range of industries. And I’m super lucky to have Sophie and Oli from the Riva team too,” she adds.
What’s Next for the NFL in Australia?
Despite already achieving more than she ever imagined in just three years, Jaimee is only getting started.
“I’m hoping to see a few sell-outs at the MCG and deliver a really successful run of games,” she says. “There are also a few artists I’d love to work with, hopefully getting them to perform at one of our events.” But one moment on the horizon stands above the rest.
“Right now, I’m just looking forward to standing on the field of the MCG next year, looking out at a stadium full of NFL fans.”
NFL Australia and New Zealand
The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the board. The NFL is the industry leader on a wide range of fronts.
Headquartered in New York City, the NFL expands across the nation and the globe with the offices including NFL Media based in Inglewood, CA and the NFL Films office based in Mt. Laurel, NJ. The NFL also has satellite offices in Atlanta, Washington DC, and Chicago. Our International offices are located in the UK, Germany, China, Mexico, Canada and Australia.
You can learn more here.
