How the NFL is Expanding Internationally
The NFL is making significant strides in its international expansion efforts.
With a strategic plan to globalize American football, the league is set to host a record number of international games and explore new markets, aiming to broaden its global footprint and fan base. In a landmark decision, NFL owners voted in December 2023 to double the number of international regular-season games from four to up to eight starting in 2025. This expansion includes debut games in Madrid, Spain, at the Santiago Bernabéu Stadium and in Berlin, Germany, at the historic Olympiastadion. Additionally, the league is exploring the possibility of hosting a game in Dublin, Ireland, potentially at Aviva Stadium, marking the NFL's first venture into Ireland. These initiatives are part of the NFL's broader strategy to globalize the sport and tap into new fan bases.
The NFL's Global Markets Program has also seen significant growth, with 25 teams participating across 19 countries in 2024. New markets include Argentina, Colombia, Japan, Nigeria and South Korea with teams like the Miami Dolphins and Los Angeles Rams expanding their international marketing rights. This program allows teams to engage with fans through localized events, merchandise sales and digital content to help developing a global community around American football.
Furthermore, the NFL is investing in youth development and flag football initiatives worldwide. In June 2025, the International Federation of American Football (IFAF), in collaboration with the NFL, will host the first African Flag Football Championships in Cairo, Egypt. This event aims to promote the sport ahead of its Olympic debut at the 2028 Los Angeles Games. Such efforts are crucial in introducing American football to new regions and nurturing the next generation of players and fans.
As the NFL continues to expand its international presence, these strategic initiatives underscore the league's commitment to growing the game globally. By entering new markets, engaging diverse fan bases, and investing in grassroots development, the NFL is poised to solidify its status as a global sports powerhouse in the years to come.
Increase in International Games
The 2025 season will feature a record-breaking seven international games, marking the NFL's most ambitious global schedule to date. New host cities include Madrid, Spain, where the Miami Dolphins will play at Santiago Bernabéu Stadium, and Berlin, Germany, with the Indianapolis Colts set to take the field at Olympiastadion. Additionally, the league is planning its first-ever game in Dublin, Ireland, potentially at Aviva Stadium. These additions join established venues in London and Munich, further solidifying the NFL's European presence. The expansion not only broadens the league's reach but also opens new avenues for international fan engagement and betting markets, reflecting the growing global interest in American football. Commissioner Roger Goodell emphasized that this expansion allows the NFL to connect with more fans worldwide and share the game in exciting new markets.
Betting on NFL games has become increasingly popular, both in the U.S. and internationally, especially with the expansion of legalized sports wagering across numerous states. The NFL has formed partnerships with major sportsbooks like DraftKings, FanDuel, and Caesars, allowing for the integration of official betting data and live odds into broadcasts, mobile apps, and stadium experiences. In 2023, the American Gaming Association reported that over 50 million Americans planned to place bets on the Super Bowl, demonstrating the enormous scale of NFL-related wagering activity. To maintain integrity within the sport, the league has established strict policies prohibiting insider betting by players, coaches and other personnel. As the NFL expands its global reach through international games, betting markets in Europe, Latin America and other regions are growing rapidly with fans engaging through both fantasy football platforms and regulated sports betting services.
Beyond Europe, the NFL is exploring opportunities in other regions. In 2024, the league hosted its inaugural game in Brazil at São Paulo's Neo Química Arena, attracting a sold-out crowd and demonstrating the sport's appeal in South America. Looking ahead, the NFL is considering future games in Mexico City, pending stadium renovations and has expressed interest in hosting events in Australia and the United Arab Emirates. The Miami Dolphins have extended their reach into Argentina and Colombia, while the Los Angeles Rams have entered the Japanese and South Korean markets.
Impact on Global Fan Engagement
The NFL's international games have a significant impact on global fan engagement. By bringing games to new markets, the league not only increases its international viewership but also boosts local economies. For instance, the 2024 game in São Paulo attracted a sold-out crowd and generated substantial economic activity. In addition to these benefits, the NFL's international games have led to increased youth participation in American football. For example, in Germany, the NFL introduced the NFL FLAG football program in schools, allowing over 4,000 youngsters to engage with the sport. This initiative not only promotes physical activity but also develops a new generation of fans and potential players.
Furthermore, the league's commitment to global expansion has resulted in significant economic impacts for host cities. Munich's inaugural NFL game in 2022 generated over €70 million in economic activity, with fans spending an average of €333 per day during the game weekend, surpassing the city's average visitor spend. These figures underscore the substantial financial benefits that accompany hosting NFL games.
Additionally, the NFL's strategic partnerships with global brands have enhanced its international presence. Collaborations with companies like Nike, Visa and Microsoft have not only increased sponsorship revenue but also expanded the league's reach through various marketing channels. The NFL's efforts to globalize the sport are further exemplified by its plans to host games in new markets, such as Spain and Ireland, in 2025. These initiatives aim to tap into untapped fan bases and continue the league's trajectory toward becoming a truly global sport.
Final Thoughts
Looking ahead, the NFL aims to continue its international expansion with the long-term goal of each of the 32 teams playing at least one international game every season. Commissioner Roger Goodell has also expressed interest in increasing the regular season to 18 games, which would facilitate more international matchups. As the NFL continues to grow its global presence, fans around the world can look forward to more opportunities to experience American football firsthand.
These expansions not only bring American football to new audiences but also create significant economic impacts for host cities, as seen with the 2024 game in São Paulo, Brazil, which attracted a sold-out crowd and generated substantial economic activity. The NFL's Global Markets Program has also expanded, granting international marketing rights to 29 teams across 21 markets, including new additions like Greece and the United Arab Emirates. This strategic growth demonstrates the league's commitment to becoming a truly global sport, offering fans worldwide more opportunities to engage with American football.