Tackling a new level of support

American football needs more than the influence of the biggest star in the game to grow grassroots support in its largest untapped market.

New England Patriots superstar quarterback Tom Brady has created a buzz in China's small football community during his debut visit to the country, but to tackle more fans requires more than simply parachuting big names into a country where public perception of the game remains low.

NFL China knows the score, and has implemented a series of grassroots programs to help attract a new generation of supporters.