For nearly two decades, the NFL has steadily expanded its international presence.
What began as a single annual game in London has grown into a global initiative.
In 2025, the league’s reach extends further, with seven regular-season games slated for international venues—up from five in 2024—including debut matchups in Dublin, Madrid, and Berlin.
Behind the scenes, the Global Markets Program (GMP) also continues to gain momentum, deepening global engagement.
These efforts go beyond entertainment, shaping franchise strategies and strengthening the NFL’s global identity as more than just an American sport.
Expanding the NFL’s Global Playbook
The NFL’s Global Markets Program, launched to help teams develop international fan bases through long-term marketing rights, is the league’s most strategic tool for global growth. In 2025, the program grows to include 29 of the league’s 32 teams—an increase from 25 the year before. It also expands into two new markets: Greece and the United Arab Emirates. This push into new territories represents more than business development. It signals the NFL’s evolving identity as an international sport.
The four new teams granted international rights in 2025 are the Ravens, Packers, Chargers, and Commanders. The Ravens now hold rights in the United Kingdom, while the Packers gain access to Germany, Ireland, and the U.K. The Chargers will promote their brand in Greece, and the Commanders in the UAE. Existing teams also expanded their reach: the Chiefs added three countries, the Raiders gained access to Australia and New Zealand, and both the Rams and 49ers will now market in the UAE.
This year’s expansion pushes the total number of international markets to 21. Countries like Brazil, Australia, Ireland, and Switzerland now host multiple teams, intensifying competition not only on the field but also in brand-building—a dynamic that major partners like FanDuel Sportsbook are also keen to leverage as the league’s global footprint expands.
What This Means for Teams
For NFL franchises, international rights are more than symbolic. Teams invest in boots-on-the-ground engagement: hosting fan events, sponsoring youth programs, launching localized content, and airing team-branded advertisements. These efforts deepen the emotional connection fans feel toward teams that might otherwise seem distant.
Take the Rams, for example. Already active in Australia, China, and Japan, the team now has rights in the UAE. They’ve transformed themselves from a Los Angeles franchise into a Pacific and Middle Eastern presence. Similarly, the Packers’ new reach into Ireland and the U.K. reinforces the franchise’s historic image while targeting emerging European fans who crave cultural ties to a team.
These moves aren’t random. They follow a submission and approval process handled by the NFL’s International Committee. Each spring, teams submit marketing proposals and, if approved, gain five-year rights. This long-term approach enables consistency, crucial for building loyalty in new markets.
The Fan Impact
For international fans, the NFL’s efforts offer a more personal experience of American football. Beyond watching games, fans can now attend local events, see their favorite teams visit their cities, and consume content tailored to their language and culture. For many, this transforms passive viewing into passionate fandom.
Hosting regular-season games is especially impactful. In 2025, the league will bring live action to London (three games), Berlin, Madrid, Dublin, and São Paulo. Each debut game is a cultural moment. For Dublin, it’s a celebration of Ireland’s growing football community. For Berlin, it builds on Germany’s fast-rising interest following previous successful matchups. And for Madrid, it opens the Spanish market to the kind of large-scale sports production typically reserved for soccer. Fans in these regions are also gaining more access to betting markets, including upcoming NFL games and props, which further deepens engagement.
The real breakthrough may come in 2026. Melbourne, Australia, will host its first regular-season NFL game, with the Rams as the designated team. This marks the furthest geographical reach yet for the league, proving that time zones and distance no longer define the league’s ambitions.
Looking Ahead: The Middle East and Beyond
The NFL’s addition of the UAE as a marketing region speaks volumes. Three teams—Rams, 49ers, and Commanders—have already secured rights there. While no regular-season game is scheduled in the country yet, NFL executive Peter O’Reilly confirmed the league’s high interest in exploring future opportunities in both Dubai and Abu Dhabi.
This isn’t mere speculation. The league has sent exploratory groups to assess the market’s readiness. They’re observing how the NBA, UFC, and Formula One execute successful events in the region. The Middle East, with its global airports, luxury venues, and international fan appeal, offers a unique blend of prestige and growth potential.
The league’s strategy is deliberate. First, build fan bases. Then, test the waters with smaller events. Finally, deliver a marquee game. If all goes as planned, fans in the UAE may soon be cheering for touchdowns in real time from their home turf.
A Global League in the Making
With 55 regular-season games already played outside U.S. borders, the NFL’s international identity is no longer a theory—it’s a reality. The Global Markets Program ensures that expansion isn’t temporary but embedded into team operations and league infrastructure. Fans from São Paulo to Seoul can now feel like stakeholders in a game once limited to American stadiums.
The number of participating teams, the diversity of new markets, and the frequency of international games point to a single conclusion: the NFL is reshaping itself into a worldwide league. This transformation brings challenges, like time zone logistics and cultural translation, but the benefits far outweigh them. Teams get access to millions of new fans, and fans gain direct pathways to the sport they love.
By 2026, it wouldn’t be surprising to see regular-season games in Asia or the Middle East. What was once a niche international experiment is now central to the NFL’s vision of the future.
The gridiron is no longer bound by borders.
PHOTO: Adrian Curiel/Unsplash
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