When the Kansas City Chiefs and Los Angeles Chargers kick off their season in São Paulo on September 5, it won’t just mark the start of another NFL campaign it will mark the league’s most ambitious international push yet. With seven regular-season games scheduled outside the United States, the National Football League is testing the limits of its global expansion strategy.
A Long Game, Not a Quick Payout
Roger Goodell’s aggressive international efforts are beginning to show momentum, though the payoff isn’t immediate in terms of dollars.
“They’re playing a longer-term game,” said Andrew Zimbalist, an economics professor at Smith College. Unlike products that can easily cross borders, professional sports leagues are deeply tied to national culture, making international adoption slower.
Other U.S. leagues have discovered the same challenge. Major League Baseball’s global expansion stalled this year after it canceled games in Mexico, Puerto Rico, and Paris, despite a high-profile opener in Japan.
The NFL, however, has been laying groundwork for decades. Preseason matchups abroad date back to the 1950s, and in 1991, the league even experimented with the short-lived World League of American Football. The key lesson? Simply hosting games overseas doesn’t build a lasting fan base.
Building Fans Country by Country
The cornerstone of the NFL’s international strategy today is its Global Markets Program, which grants teams exclusive marketing rights in specific countries.
Rather than relying solely on broadcasts or one-off events, teams are encouraged to:
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Host watch parties and fan events to create community.
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Launch youth football programs and promote organized flag football.
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Partner with local sponsors and global brands to expand reach.
“It takes a comprehensive plan to activate and engage fans year-round,” explained Gerrit Meier, managing director and head of NFL International. “Games and media reach are key catalysts, but they need the support of many other tactics, including dedicated local teams.”
All 32 franchises now participate in the program, tailoring strategies to their chosen markets. For example, the Seattle Seahawks partnered with TGI Sport to expand in Australia and New Zealand while also forming deals with Condor Airlines, Infront, and BDA Inc.
Measuring Wins Beyond the Scoreboard
Assessing success isn’t just about revenue today it’s about brand equity tomorrow.
“Measuring international success is both objective actual revenue generation over time and subjective long-term brand building,” said David M. Carter, a sports business professor at USC and founder of the Sports Business Group.
Some promising signs are already visible:
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NFL Game Pass, operated by DAZN, reported a 23% increase in paid subscribers and a 47% jump in free users last year.
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More than 240 million fans worldwide now engage with the NFL, and over half of its social media interactions come from outside the U.S.
These metrics show momentum, even if international ticket sales and media rights aren’t yet delivering blockbuster profits.
A Vision for Football as a Global Sport
The NFL’s international expansion remains a gamble but one built on patience and careful strategy. By combining grassroots initiatives, youth programs, and smart partnerships, the league hopes to ensure that new fans aren’t just buying tickets to a novelty game, but developing lifelong allegiances to teams and players.
“Our international goals are clear,” said Meier. “Bring our game to more fans globally, develop lasting fandom through grassroots initiatives, and build pathways for international players to reach the NFL. Ultimately, our vision is for the NFL to be not just America’s most popular sport, but a global sport property for fans and athletes everywhere.”
