NFL Global Expansion Explained

The National Football League (NFL) is always making business moves. In 2023, the NFL generated nearly $19 billion in revenue. Team sponsorship revenue accounted for $2.35 billion.

The NFL is focused on global expansion. The league is predicting 50 million international customers by 2032. International games started in 2005 and attract massive audiences. Some venues sell out in 48 hours. And let’s not forget about the growth of flag football.

The International Federation of American Football, or IAF, partnered with the NFL to create the Football Ambassadors Program two years ago. These ambassadors are responsible for increasing global awareness and interest of flag football. Drew Brees, Liz Sowers, and Amon-Ra St. Brown are some of the ambassadors.

It’s a smart business play because the NFL is pushing to help kids to get involved in flag football (an already popular sport with over 2.4 million participants). Plus, this is an excellent way for the league to attract a younger audience that may not want to pursue tackle football. The NFL is also working with 2,000+ schools to integrate flag football into physical education classes.

So what is the NFL’s Global Markets Program?

• Launched in 2022 as an effort to continue growing the NFL brand outside of the United States.

• Grants NFL teams international marketing rights for specific countries. These rights are typically granted on a 5-year term.

• NFL teams can apply for certain areas and have more than one market.

• International marketing may include fan engagements, community events, and other commercial opportunities.

• In 2024, five new countries were added - Argentina, Columbia, Japan, Nigeria, and South Korea.

Currently, there are 25 participating NFL teams that cover 19 countries.

For example, the Pittsburgh Steelers have rights for Ireland, Germany, and Mexico. In effort to grow their brand in Ireland, this month the Steelers are hosting a “Kicking Clinic.” Local Irish players can learn and get direct feedback in the areas of punting and kicking from former Steelers players. The event will be held at the Sport Ireland Campus in Dublin.

Here’s some numbers on the NFL’s economic impact through international games:

• The 2022 Germany game between the Buccaneers and Seahawks generated roughly $75 million in total economic impact (€70 million euros)

• Two NFL games per year in London bring in $373 million (£300 million pounds)

• The 2017 Mexico game between Texans and Raiders generated $45 million for Mexico City