American football doesn't happen very often in UK with 2 of the NFL's teams going head to head. If it happened on a regular basis, week in week out, then the novelty would ware off. That's why a one off game can be sold due to the novelty and scarce opportunity in the UK to witness.
Trying to improve our game to help to sell it has been well debated, and here's some things I'd like to see in the future.
1) Refs to cut out all the fannying around at the play the ball.
Once held is shouted players must release or be penalised. There's too many ocassions of the ref shouting held, and the ball carrier then knocked to the ground.
Hands must be removed from the ball carrier on the shout of held.
Ball carrier must play the ball backwards, with his foot.
2) Refs to cut out all the fannying around at the play the scrums.
Lets stop one team rushing to form a scrum to stop the clock and then disband, have a drink, tie shoelaces, check who's on I'm a Celebrity, attend to head wound, have another drink.
Put a clock on from when ref awards scrum to whichever side, and if a team is not packed down within 30 seconds (or whatever appropriate amount of time) then they're penalised.
Make scrums a proper contest again, and make everyone pack down properly. I know there was an attempt with scrum halves sent off for feeding, and then hookers for foot up, but this can't be impossible to solve.
3) Goal line drop outs, again taking a crazy amount of time for a drink, tie shoelaces, check who's on I'm a Celebrity, attend to head wound, have another drink. Get a clock on it, and if not done within the allotted time, then a penalty.
4) Next TV deal, get some advertising slots with the TV provider agreed for RFL use in marketing and selling the gane/events.
5) Substitutes - we need to increase the amount that forwards are on the field of play during a game to try and give some space for backs to be creative. Could keep 4 subs but cut down the interchanges to eight or six. Where getting too many games where players are on from nought to ten minutes. Bit ironic with the OP, but were not American Football.
6) Make SL a 14 team competition playing each other home and away once. Keep the magic weekend if you have to, but that might be better served as a weekender for the last 8 or last 16 of the challenge cup.
Whoever is top of the league is crowned champions.
7) Item 6) then gives space for mid season international/representative rugby and end of season international tournament.
Move the challenge cup final away from the August bank holiday and the rail travel nightmare of getting to London. Also, allow more time from the semifinals to the final for the opportunity to sell this game.
9) Sky need a shake up, the presentation is stale, and the dissection of every tackle for possible infringements is boring and not what we want to hear. Just describe the action, please, and leave it there.
Do we really need this large cast of Eddie, Terry, Barry, Jon, Brian, Angela, Phil, Bill and Stuart (I bet I haven't named them all, either)
10) Great to see a GB tour back on, hope the Aussies will come over here too. These need to feature in a cycle of one home and one away every two years.
There's other things I'm sure, and there's no doubt some better suggestions, but the bottom line is the game needs an overhaul.