You should cover the following points:

1. Define the market that the NFL is seeking to penetrate
2. Identify who the NFL’s key competitors are in this market
3. Identify a Unique Selling Proposition that makes the NFL unique with a distinct benefit to the target market.
4. Describe how this USP uniquely positions the NFL in the market or in the minds of consumers. 
5. Illustrate your recommended market position for the NFL with a mock-up of a London bus poster.