While the name might be American football, the sport has now pushed way beyond that boundary. There’s now a significant interest in the NFL abroad. How exactly did it turn into a global phenomenon? The truth is that it’s been a slow process, but patience has paid off.
It’s easy to see that good things come to those who wait, but the people behind the NFL have made several strategic decisions. It has also tested some boundaries in order to achieve the success it’s experiencing with its international matches. Here’s what we know about the current situation and how it got there.
NFL International 2025
Anyone looking at the NFL in 2025 will clearly see its success abroad. This season will see seven international games take place in five different countries and six locations. The London fixtures have grown in popularity over the years. In 2025, three matches happened in the UK: two at Tottenham Hotspur Stadium and one at Wembley.
The season, and the international season, started at the Corinthians Arena in São Paulo, Brazil. The first regular season game in South America took place in the stadium in 2024. Also added to the roster this season was Croke Park in Dublin, which drew a local audience as well as fans who travelled from the US.
Still to come is a matchup at the Olympic Stadium in Berlin, Germany, which will take place on November 9. The final international game is on November 16 at the Bernabeu Stadium in Madrid, Spain. Both games are excellent opportunities for European fans to enjoy a live game.
Bringing the Sport to New Audiences
The international games have proved to be a success as they bring the sport to new audiences. The NFL isn’t a pioneer, but it’s certainly surpassed others who have put international games in their season calendar. The NBA and MLB have been doing something similar since 1990 and 1996, respectively.
However, the NFL has successfully planned more international games than each of them, even though it was around 10 years or more behind. One crucial element is that they plan the games in locations where people would love to travel. As a result, the audience is a mix of locals and travelling fans.
The locals get to experience the athmosphere when seeing games live. Plus, travellers get to see their team and a new place. The process also brings the players to new countries. Some of them will have never traveled abroad before. Many have stated how special it is to feel the love from a wider fanbase and the atmosphere in different places.
Tracking the Development of the NFL International
The truth is that the strategy of building interest begins before the games. NFL offices abroad have been busy building a network and the fanbase with different initiatives. As a result, the international games have been well-received and often sell out.
Over 60 regular-season games will have been played abroad by the time this season ends. At the first game played outside the US in 2005, they had an attendance of 103,467. It’s an impressive statistic, and one that the NFL plans to build on.
At present, the NFL has 410 million fans globally, which is a key statistic for measuring its success. While there are certainly sports with more fans, it’s the strategic business plan that makes the NFL’s growth so inspiring. The revenue increased from $8 billion in 2010 to $23 billion in 2024.
To date, games have taken place at multiple venues in London, and also in Dublin, Toronto, Mexico City, Munich, Frankfurt, and São Paolo. The Jacksonville Jaguars’ commitment to playing at Wembley every year from 2013 has been a core part of their success, and it has boosted the team’s success, too, as they manage the game themselves and take the revenues.
The NFL won’t stop there, though. It has already set its sights on Melbourne for next year. Plus, there’s discussion around potential games in Abu Dhabi and Barcelona. The newly renovated Camp Nou will offer the chance of an even bigger crowd. As per the current agreement, they can play up to 10 games per year abroad.
Following in the NFL’s Footsteps
European sports, especially soccer leagues, are now looking to follow in the NFL’s steps. Whether they can replicate the success is another matter. Initiatives in the locations to engage fans will be crucial. So far, La Liga is looking to play a game in Miami, and Serie A will have one of its league matches in Perth, Australia.
It’s uncharted territory in the sport, and other soccer leagues will be watching closely to see whether it can be done successfully. With some resistance from UEFA, players, and fans, they’ll need to be bold, brave, and strategic to pull it off.
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