China loves the NFL but football leaders have a problem

The NFL now has an average of 900,000 Chinese TV viewers for every regular season game, according to Young. There is more evidence of growth in China itself. In 2009, there was not a single adult football team in China, but the NFL felt that there are now more than 100 teams playing regularly.

Young said the growth of the sport is being driven by a cult of fans who see themselves as different from more established US products such as basketball (NBA) and wrestling (WWE).

He added that while the NFL was a sport often seen by families and friends in the United States, simply setting a time zone was another challenge.

"The 13:00 games are from 13:00 to 16:00, so it's really the Sunday, Monday, and Thursday games that drive our product here," said Young.

According to Young, fans wanted a more mobile, on-demand experience in China, often using games while traveling or on the road to work.

"Where there are only beers and guacamole and a very community show in the United States, it's an individual experience in China."