Over the past several decades, the popularity of American football has ballooned internationally.
The NFL has hosted regular season games in London, Mexico City and Germany in recent years, tapping a market of fans hungry for more pigskin play around the globe.
Former UCLA linebacker and Transformative Coaching and Leadership graduate Jordan Genmark sensed the fervor for American football from a young age.
Born in Stockholm, Sweden, Genmark Heath learned the sport abroad. He moved stateside as a teenager, joining the football team at San Diego’s Cathedral Catholic High School, where his performances on the gridiron drew attention from several next-level programs, including the University of Notre Dame.
He went on to earn a business degree at Notre Dame, while playing for the Fighting Irish, before matriculating to UCLA for graduate school.
Now an advocate for the global growth of American football, Genmark Heath recently launched the International Sport Alliance (ISA) — a group seeking to advance the global sports landscape through innovative athlete development, safety, and strategic partnerships.
In collaboration with the International Center of Sports Policy & Governance (ICSPG), ISA aims to demonstrate how investment in sports safety can directly contribute to a nation’s overall GDP through job creation, tourism, and long-term economic growth.
“Despite the increasing popularity of American football in Europe, several challenges hinder its growth,” Genmark Heath points out.
That’s where ISA steps in.
Its mission includes “reducing barriers to entry and making the sport more accessible, to partnering with national organizations to align efforts and promote the sport’s development,” he adds.
ISA looks to piggyback off the momentum created by the NFL’s Global Markets Program, which awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S.
Already, over 20 clubs participate in the program across 19 international markets.
Some of ISA’s key initiatives include:
- Strategic Industry Partnerships: Working with leading innovators in sports safety, medical research, and equipment development to enhance player protection.
- Innovative Equipment Solutions: Introducing cutting-edge safety gear tailored for the upcoming 2028 Olympic debut of flag football, ensuring athletes have access to top-tier protection.
- Player Development & Exposure: Launching the ISA Camp Series, combines, and 7-on-7 tournaments to provide athletes with hands-on training, valuable exposure, and direct access to professional scouts and programs.
- Elite Athlete Representation: Through the ISA Agency, offering services such as contract negotiation, brand partnerships, and career development to connect European talent with global opportunities.
As CEO, Genmark Heath’s vision “focuses on empowering athletes worldwide while connecting them with international opportunities for growth and performance enhancement.”
For more information on ISA or to explore partnership opportunities, visit www.internationalsportsalliance.com
In addition to his CEO role with ISA, Genmark Heath is COO for Skryf Digital, a digital marketing agency specializing in increasing brand awareness, generating leads, and boosting online sales. Genmark Heath was selected with the fifth overall pick of the 2022 Canadian Football League International Draft. He has spent time as a player with the NFL’s Kansas City Chiefs and USFL’s Philadelphia Stars.
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