What Are the NFL’s Plans for International Expansion

The NFL started a successful international campaign in 2005, when the first NFL game was played outside of the United States in Mexico. Since 2007, the NFL has held regular-season games abroad each year, with the UK hosting a game every year. As the NFL looks to expand its international fanbase in 2026 and beyond, it is eyeing strategic markets such as France and Abu Dhabi. Expansion plans come off the back of successful regular-season outings to Brazil, which became the first South American Country to host an NFL game in 2024, with Ireland and Spain hosting their first games in 2025. With the organization gearing up to have its first game in Australia in 2026, teams are excitedly putting in bids for the rights to various countries around the world.

Expanding the International Game Calendar

2025 was a standout year for international NFL games, with the league playing more international games than ever before. League organizers realize the importance of international markets, with fans across the world wanting to watch NFL action live. This has led to the NFL adding seven regular-season games to the league calendar, scattered across Europe and South America.

International NFL fans are passionate, and this shows in ticket sales. Tickets to games are often sold out in minutes. Games are treated as whole-day events, with fans engaging with games in various ways, including dressing up in team colors, chatting in fan forums, and placing wagers on their favorite teams via anonymous betting sites. Available almost anywhere, these platforms allow users to bet on games safely and securely through no-verification systems that do not require identification checks when signing up. Fans benefit from enhanced protections that include reduced risk of fraud and streamlined sign-up processes when using these systems.

Strategic Marketing and Growth Programs Beyond the Field

The backbone of the NFL’s international marketing strategy is the Global Markets Program (GMP), which gives clubs international marketing rights to grow fan engagement, seek sponsorships, and host games outside of the United States. 2025 saw 29 clubs participating across 21 international markets, and it is expected that more clubs will join the list in 2026 and beyond.

The Miami Dolphins are a breakout example of an NFL team utilizing the GMP to its full potential, with their strategic efforts focused in Spain. The NFL has big plans to expand into Spain, and the Dolphins have been given the rights to host a regular-season game at the iconic Santiago Bernabéu Stadium in Madrid, a first for the NFL in Spain.

Growing the Fanbase Through Local Engagement

While there has been a healthy amount of interest in NFL games from international fans, the league knew that it would have to do more than market games at famous stadiums if it hoped to fill those stadiums. For this reason, the NFL invests heavily in grassroots programs, youth initiatives, and development partnerships to grow interest among young athletes and communities outside of the United States.

Increasing international fan bases also gives teams like the Baltimore Ravens a greater chance of surviving in the far future of the sport. By securing rights to host international games, teams can cement their legacy as NFL greats by growing a large international following.

A key to the NFL’s international success and increasing its fanbase in new markets is the development of programs such as the International Player Pathway. The objective of this program is to develop elite athletes from around the world, which could increase the number of international players on NFL rosters.

The Future of the NFL’s Global Footprint

With plans to expand into multiple new regions, including Spain, France, and Abu Dhabi, the NFL’s goals are clearly ambitious. Further expansion discussions have revealed plans to expand in Asia, increase the number of international games annually, and even grant a permanent franchise outside of the United States. Amidst all these plans, London remains one of the most cited cities for a permanent franchise.

The post What Are the NFL’s Plans for International Expansion appeared first on Russell Street Report.