Expanding the Gridiron: How the NFL Global Markets Program is Driving Worldwide Growth

The NFL has long harbored ambitions to expand its reach beyond the United States, and in recent years, it has turned these ambitions into a structured global strategy. At the heart of this strategy is the NFL Global Markets Program, a key initiative designed to foster fan engagement and business opportunities in markets worldwide. Launched in 2022, this program marks a significant step toward realizing the league's broader international vision.

Origins of the NFL Global Markets Program

The NFL Global Markets Program stems from the league’s desire to build a more robust international fan base, leveraging the global appeal of American football. While the NFL has held games outside the U.S. for decades, including the popular International Series in London and Mexico City, the league recognized the need for a more systematic approach to market entry. Rather than rely solely on sporadic games abroad, the NFL saw an opportunity for deeper, year-round engagement with international fans and corporate partners.

To this end, the NFL Global Markets Program was launched with the intention of giving individual teams exclusive access to specific international markets. This move allows NFL franchises to grow their fan base and extend their business operations on a global scale while creating localized marketing strategies that resonate with fans outside the United States. The program also aligns with the NFL's long-term strategic goal, to position itself as a truly global sport, capable of competing with soccer, basketball, and other internationally dominant sports leagues.

Territories Covered by the Global Markets Program

The NFL Global Markets Program encompasses 21 territories, spanning across eight countries as of 2024. Teams are assigned to specific regions, where they have exclusive rights to pursue fan growth and commercial partnerships.

Each of these markets presents unique opportunities for NFL teams. For instance, Mexico and the United Kingdom have long been strongholds for NFL fandom, thanks to the popularity of International Series games. Germany, which has a rich football history dating back to the NFL Europe days, is seen as a burgeoning market with a growing fan base. China, with its vast population and increasing interest in sports, represents an enormous potential for growth, although it remains a challenging market to penetrate due to the dominance of local sports and cultural differences.

In addition to these core territories, the NFL is always evaluating other markets for inclusion in the program, looking for regions where there is both a natural interest in American football and strong economic potential.

The Application Process for NFL Teams

Participation in the Global Markets Program is not automatic, NFL teams must apply to gain access to specific international markets. This application process is rigorous and reflects the NFL’s commitment to ensuring that teams entering new territories have a comprehensive and sustainable growth strategy.

To apply, teams must first identify which market(s) they wish to target. Once the target market is identified, teams are required to submit a detailed proposal that outlines their plan for building fan engagement, local partnerships, and long-term business growth in the region. The proposal must demonstrate a deep understanding of the market’s cultural, economic, and sporting landscape. Teams must also provide specific goals they intend to achieve within the first five years of entering the market.

These applications are reviewed by a committee within the NFL that evaluates the team's strategy and potential for success. The review process ensures that teams entering these markets have a well-defined plan for fan development and local partnerships. The NFL also assesses whether the team’s presence will benefit the league as a whole and align with the broader goals of growing the sport internationally.

Once approved, teams are granted marketing and commercial rights within their assigned territory. These rights include everything from running localized social media accounts and creating market-specific content to hosting fan events and signing regional sponsorship deals. Teams can also establish youth development programs and flag football leagues, helping to nurture the next generation of football fans and athletes.

The Holistic Goal of the Program

At its core, the NFL Global Markets Program is more than just a business expansion initiative, it’s a cornerstone of the league’s strategy to become a globally recognized and followed sport. The holistic goal is to build long-term fan loyalty and deepen engagement in markets where American football is still relatively new or emerging. By granting teams exclusive access to specific markets, the program allows them to focus on creating localized, culturally relevant content and experiences that resonate with international audiences.

The NFL also sees this program as a way to generate new revenue streams for both the teams and the league as a whole. Sponsorships, media rights, merchandise sales, and game-day activations are just a few of the commercial opportunities teams can explore within their assigned territories. As these partnerships grow, they not only benefit individual teams but also contribute to the league’s broader international growth strategy.

The program also feeds into the NFL’s ultimate goal of global expansion, with future possibilities that include expanding the International Series, introducing more regular-season games in international venues, and potentially establishing permanent franchises abroad. This expansion aligns with the increasing globalization of sports in general, where leagues like the NBA, Premier League, and Formula 1 have successfully built large international fan bases and revenue streams.

Driving Expansion Worldwide

The NFL Global Markets Program represents a critical driving force behind the NFL's efforts to expand its footprint worldwide. By empowering individual teams to develop deep, year-round relationships with fans and businesses in specific markets, the league is laying the foundation for long-term growth. The NFL is betting on the idea that building local connections, through fan engagement, community events, and strategic partnerships, will foster more loyal fans, similar to how sports like soccer have established passionate, global followings.

As the NFL continues to evaluate and add more territories to the program, its global influence will grow, providing a pathway for teams to cultivate fan bases far beyond their home cities in the U.S. As these markets mature, the NFL could see its international fan base grow significantly, with new generations of football fans from countries around the world becoming invested in the sport.

In conclusion, the NFL Global Markets Program is a pivotal component of the league’s broader strategy to become a global sports leader. By combining a structured approach to market entry with a commitment to long-term fan and business development, the NFL is setting the stage for American football to thrive well beyond the borders of the United States. This program, and the expansion it facilitates, will be essential in determining the league’s global success in the years to come.

Reference: NFL Global Markets Program