The NFL plans to double its international series to eight games by 2025, targeting France and various Asian countries for expansion. Successful recent games in Germany, Mexico, and the UK have set the stage. Notable events include five international matches in the upcoming season, highlighted by a debut in Madrid, and ongoing engagement efforts in France and Asia.
The NFL aims to expand its international presence by doubling its international series to eight games by 2025, with France and several Asian countries as prime targets. The league has successfully held games in Germany, Mexico, and the UK in recent years, and plans to host five international games during the upcoming 2024-25 season, starting with a matchup in São Paulo, Brazil. Additionally, Madrid, Spain will welcome its first NFL game in 2025.
France is considered a logical next step for the NFL’s expansion, with discussions ongoing with Paris officials about hosting games at the Stade de France. Brett Gosper, the NFL’s head of Europe and Asia-Pacific, highlighted the need to assess the viability of new markets and their desirability for hosting games. He emphasized the importance of ensuring that venues can indeed accommodate NFL matches.
The NFL is also contemplating preseason games and training camps in international markets as part of its broader strategy to cement its status as a global sports entity. Notably, Japan has hosted NFL preseason games from 1976 to 2005, but previous attempts to establish games in China have faced cancellations for various reasons.
In France, the NFL has recently renewed its partnership with BeIN to enhance NFL content, alongside a free-to-air deal with M6. The Super Bowl LVIII attracted an average viewership of 370,000 on M6, demonstrating the league’s growing popularity in France. The NFL has multiple media partners in China and Japan, aiming to extend its engagement in Asian markets further.
Gosper disclosed that demand for hosting NFL games is higher than the current supply, indicating a careful look into future venues. The league is exploring venues in major cities, including Paris and Madrid, to gauge their potential as hosts. This research ensures readiness for any contingencies that could arise, ensuring adaptability in planning.
The NFL has initiated international offices in key growth markets and emphasizes the role of local teams in fostering deeper fan engagement. Gosper explained that partnerships with local football clubs enhance the NFL’s presence in these new markets, creating more substantial connections with local fans to promote games.
Planning for international games includes extensive city-wide promotional activities, converting these events into immersive experiences akin to mini-Super Bowls. Gosper noted the importance of having local club collaborations that facilitate better engagement with local tentpole events like watch parties and community activities centered around NFL games.
As part of its Global Markets Program, the NFL has expanded its reach, engaging with 25 teams across 19 international markets. The program has recently gained traction in Mexico and Germany, where 10 teams are now actively pursuing growth. France is now included, with the New Orleans Saints having marketing rights there, signifying the NFL’s commitment to increasing its European presence.
Finally, teams like the Kansas City Chiefs, which have performed prominently in Germany, are focusing on engaging with the DACH region’s fans by offering tailored content and marketing strategies. This customization approach helps bridge the cultural gap between American and local sports fandom, promoting sustained interest and a loyal audience.
The NFL is strategically enhancing its international footprint through a significant increase in international games, eyeing France and several Asian nations for future expansions. By establishing partnerships, exploring logistics for potential venues, and implementing localized marketing strategies, the league aims to deepen fan engagement globally. Through city-wide activations and targeted initiatives like the Global Markets Program, the NFL aspires to ensure its long-term growth and popularity in new markets.
Original Source: www.sportbusiness.com
