ITV pundits break down in floods of tears on live TV during Super Bowl coverage over emotional ad on NFL journey


ITV pundit Jason Bell broke down in floods of tears live on TV.

The former NFL defensive back worked alongside Craig Doyle, Efe Obada, and Osi Umenyiora on ITV’s coverage of the Kansas City Chiefs’ Super Bowl LVIII win against the San Francisco 49ers on Sunday.


Jason Bell was left in floods of tears over Osi Umenyiora’s NFL International Player Pathway Program advertCredit: ITV
Umenyiora has been at the forefront of the NFL's International Player Pathway for some time


Umenyiora has been at the forefront of the NFL’s International Player Pathway for some timeCredit: ITV

After Usher’s halftime show, the NFL debuted a moving advert for its Born To Play initiative, spearheaded by Super Bowl champ Umenyiora, who has long been at the forefront of the league’s International Player Pathway.

In the ad, a young Ghanaian boy named Kwesi obsessed with American football runs through the streets of Accra playing an imaginary game with NFL stars Saquon Barkley, Cam Jordan, Justin Jefferson, and Jeremiah Owusu-Koramoah.

His journey leads him to lose his ball to a dog, which he chases inadvertently into an NFL Africa camp.

Reunited with his ball thanks to Umenyiora, the former New York Giants star tells him: “I know that look, I know that dream, I had the same one.

“See Kewsi, it doesn’t have to be a dream anymore. It doesn’t matter where you’re born, as long as you’re born to play.”

Following the ad, ITV cut back to their set in Allegiant Stadium, where tears rolled down Bell’s face, all while Umenyiora seemingly tried to hold back tears of his own.

“I can’t stop crying,” Bell admitted.

“I remember when he made a call and said he was going to do this, and he has and it’s changed so many lives.

“I’m just so proud of him. I saw how hard he worked. He’s worked so hard at this.

“He’s given so much of his time, his money, so much effort to this.

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“It means so much to so many people, and he does it heartlessly. He doesn’t expect anything.

“And now the world gets to see it was all him.”

And Bell wasn’t the only ITV analyst to be moved by Umenyiora’s advert.

Washington Commanders defensive end Efe Obada, who made his way to the NFL via the IPP, said: “I resonate with that advert so much.

“I was once a Kwesi, I had that dream. And what Osi has done has honestly changed my life.

“He’s a pioneer of international football and his legacy is bigger than football. It’s bigger than what anybody could comprehend.

“And I am truly grateful.”

In a press release from the NFL, Umenyiora said: “Talent is global but opportunity is not.

“Opening doors for international athletes is not only a passion of mine, but it’s a way to give back to future generations of athletes.

“The NFL is life-changing, and the pathway to play the sport is now a truly global one.

“The league’s international football development programs are helping to change young people’s lives and grow the game around the world.

“This campaign shows young people globally that it doesn’t matter where you were born, but you were born to play.”

Efe Obada also called Umenyiora, 'A pioneer of international football'


Efe Obada also called Umenyiora, ‘A pioneer of international football’Credit: ITV

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