The NFL plans to increase its international series to eight games by 2025, targeting France and Asian countries for future games. With successful events previously held in Germany, Mexico, and the UK, the NFL looks to promote American football globally, with notable expansions in Brazil and Spain set for upcoming seasons.
The NFL aims to expand its international series to eight games by 2025, targeting new markets like France and various Asian countries for future matches. Recent successful events in Germany, Mexico, and the UK have paved the way for this growth. São Paulo, Brazil will kick off the 2024-25 season with the Philadelphia Eagles playing in one of five planned international games, while a debut in Madrid, Spain is also scheduled in 2025.
France is a key focus for the NFL, with ongoing discussions with Paris officials about holding games at the Stade de France. According to Brett Gosper, the league’s head of Europe and APAC, the NFL assesses both the viability and desirability of markets before establishing games. They also consider the possibility of preseason games and training camps in selected regions.
The NFL seeks to enhance its global presence, with Asia seen as a promising market. Historically, the league hosted preseason games in Japan from 1976 to 2005, attracting significant crowds, particularly at the Tokyo Dome. Previous plans for games in China were cancelled, but the league remains committed to exploring options in the region.
In August 2023, France’s BeIN Media enhanced its NFL programming under a multi-year renewal, bolstered by continuing deals with free-to-air network M6. The Super Bowl LVIII reportedly gained a substantial audience in France, showcasing the growing interest in American football among French fans.
The league’s expansion strategy also involves establishing international offices in growth areas like Australia, Canada, Germany, and Mexico to foster fan engagement. These efforts aim to create more localized connections to deepen relationships with fans in international markets.
As the NFL expands its reach, synergy with local football clubs enhances engagement. Gosper noted that partnerships with teams like Tottenham Hotspur and Bayern Munich contribute to successful game activations and fan experiences.
Upcoming international games, regarded as spectacles, will incorporate sponsorship initiatives, fan zones, and commercial activities, transforming them into branded events in local markets. The NFL aims to replicate the excitement of the Super Bowl through tailored approaches in various cities.
The NFL’s Global Markets Program (GMP) has seen expansion, involving 25 teams in 19 markets. The GMP is not a guarantee of international games but aims to strengthen brand presence and local engagement through partnerships with franchises in different territories.
For instance, the Kansas City Chiefs’ successes in Germany highlight the importance of local market strategies, adapting to the preferences of international fans. Insights into distinct fan expectations are critical for enhancing engagement efforts in regions like DACH. Gosper and other executives will address these topics during the upcoming SportAccord World Sport & Business Summit in Birmingham.
The NFL’s strategy to expand its international series reflects growing interest and demand for American football globally. Focused on regions like France and Asia, the league evaluates market viability and engages local partnerships to cultivate fan bases. Initiatives like the Global Markets Program reinforce localized marketing efforts and deepen connections with audiences, ensuring sustainable growth in international markets.
Original Source: www.sportbusiness.com
