What do the NFL Global Expansion Plans mean for Local Brands?

The NFL is making significant strides in its quest to expand on an international level with the launch of its Global Markets Program for the 2023 season. This program brings with it exciting developments, including the addition of two new clubs and the inclusion of four new international markets. Approved at the league’s 2023 spring meeting, this expansion boosts the total number of participating clubs to 21, spanning across 14 international markets – an impressive increase from the 19 clubs in 10 countries the previous year.?

One of the notable inclusions in this expansion is the New Orleans Saints, that have now secured international marketing rights in France. This marks its inaugural entry into the program. Meanwhile, the Pittsburgh Steelers have expanded its international reach, now holding rights in the Republic of Ireland and Northern Ireland, in addition to its existing rights in Mexico. The Jacksonville Jaguars are also broadening its international footprint, including extending its presence into the Republic of Ireland. Lastly, the Atlanta Falcons have made its debut in the program, becoming the fifth club to gain marketing rights in Germany.??

This expansion underscores the NFL’s commitment to global fan engagement and brand building. Participating clubs receive invaluable access to international markets and their fans for the purposes of marketing and engagement activities, reflecting the league’s determination to make an impact on a worldwide scale.??

When examining the international appeal of the NFL, it becomes evident that it seems to be more of a festival-like spectacle that captivates audiences around the globe. However, what remains less clear is the selection criteria for countries in which teams are established and how the NFL plans to nurture and grow local fandom.??

In contrast, other North American leagues, such as the NBA, have undertaken deliberate strategies to bolster their brand presence in international markets. The NBA’s approach hinges on three key pillars: a revamped broadcasting strategy, the establishment of NBA Academies that help develop top prospects from outside the US, and a heavy emphasis on social media penetration in new markets.??

The NBA’s success story in international expansion is optimized by its pursuit of global audiences. With over 14 international offices, its mission revolves around marketing the product to a worldwide audience and cultivating a diverse talent pipeline. A pivotal moment occurred in 2002 when the Houston Rockets drafted Yao Ming as the number one pick. His entry into the league ignited a surge of interest, and the NBA gained more fans in China than the entire US population. Presently the NBA boasts an impressive 600 million-strong audience in China. Subsequently, the league has continued to diversify its talent pool, with seven more number one draft picks coming from outside the US. Additionally, the NBA has actively organized basketball development events aimed at young people, teachers, coaches, and families across different markets.?

The key takeaway from the NBA’s playbook is the significance of introducing the sport, making it accessible, and allowing fans to organically gravitate toward their preferred teams. It’s about fostering a genuine love for the sport, utilizing various platforms, including cable and digital options tailored to each country’s preferences, to make it more accessible to new fans. Rather than “drafting” fans, the approach is to capitalize on players’ influence and trends, which the NBA has executed well.?

Another crucial aspect to consider in this global expansion endeavor is the impact on local sponsors and how a team’s newfound global market presence will influence existing national sponsors particularly for brands without a global footprint.??

The NFL's international expansion holds significant implications for brands as the league extends its reach to new markets. This provides domestic sponsors with an opportunity to tap into global audiences and align their brands with the enthusiasm and passion of emerging fanbases. For brands without an established global footprint, the NFL's presence in international markets serves as a gateway for increased visibility and potential market penetration. Simultaneously, established global brands associated with the NFL now have an extended platform to reinforce their presence and resonate with audiences across borders. The forthcoming international games slated for Spain and Brazil, as announced by the NFL, will be good proving ground to gauge how the league's global expansion translates into opportunities and challenges for brands in the US??

The NFL’s ambitious global expansion in 2023 signals a shift toward growing a broader international audience. Learning from the NBA’s successful strategy, the focus should be on nurturing the love of the sport, leveraging accessible platforms, and following influencer trends. As this expansion unfolds, it remains crucial to monitor the dynamics with local and national sponsors, as well as the impact of international games, to determine whether the NFL can truly establish itself as a global sports phenomenon.??