The National Football League is considering significantly increasing the number of games it plays outside the US as part of its efforts to build a global audience for the popular American sport. The NFL currently hosts games in various countries such as the UK, Germany, and Brazil, with plans to add Spain to the list in 2025. The league is looking to potentially increase the total number of international games to 16 in the future, up from the current five games this year and a projected nine games next year.
Peter O’Reilly, who oversees the NFL’s international strategy, acknowledges that the league may not be the number one sport in these countries, but there is a growing fan base eager for more NFL action. The NFL’s domestic media rights deals are worth $110bn through 2033, prompting the league to look beyond North America in search of higher revenues and a larger global presence.
The NFL has been hosting games in London since 2007, with the upcoming match between the New England Patriots and the Jacksonville Jaguars at Wembley Stadium being the final game of a series of matches in the UK capital. UK-based fans have shown strong support for the NFL, accounting for 53% of ticket sales for the London games, according to ticket seller Viagogo. Overall, international NFL ticket sales have seen a 41% year-on-year increase for the 2024-25 season, driven by the overseas games.
The NFL’s international expansion has spurred European football clubs to invest in new infrastructure to host lucrative fixtures. Next year, a game will be held at Real Madrid’s Santiago Bernabéu, and the Carolina Panthers and New York Giants are set to play at Bayern Munich’s home ground in Germany.
In addition to overseas games, the NFL is focusing on growing the sport through initiatives such as flag football, a non-contact version of the game that is gaining popularity in schools in the UK. Prince William recently participated in a flag football event organized by the NFL’s charitable arm in London, highlighting the sport’s accessibility and potential for global growth.
Grassroots initiatives like the NFL Academy at Loughborough University aim to attract new fans and participants around the world, building on the interest generated by overseas matches. The NFL is committed to deepening its connection with fans and creating lasting relationships in international markets.
The NFL’s current UK broadcast deal with Sky Sports is set to end this season, with ITV also broadcasting the Super Bowl and two London games. The league is considering a mix of traditional broadcasters and streamers for future rights deals to engage a younger fan base and reach a wider audience.
The NFL’s expansion efforts come at a time when sports leagues are increasingly competing for global audiences through streaming and social media platforms. While European soccer clubs have been cautious about playing official games abroad, the NFL is forging ahead with its plans to grow its international presence and attract new fans worldwide.
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