Since 2007, the NFL has made international outreach a core component of its strategy, beginning with games in the United Kingdom. Over time, the league has branched out to other countries, adding Germany, Mexico, and Brazil to its list of hosts, with São Paulo debuting as a location in 2024. International games have enjoyed rapid ticket sales, especially in the UK, indicating a growing global appetite for American football. This consistent demand underscores the NFL’s commitment to diversifying its fan base beyond the U.S.
For the 2025 season, NFL Commissioner Roger Goodell has announced plans for an unprecedented eight international games. The UK and Germany remain key locations, but the NFL will also make its debut in Spain, specifically in Madrid, and has hinted at the possibility of a game in Ireland. This broadened geographic focus shows Goodell’s intention to reach fans in new markets while strengthening ties in established ones. Each new location further amplifies the NFL’s visibility and potential to develop a dedicated international following.
Goodell’s plans mark a significant shift in the league’s international ambitions. Mexico City and Brazil are expected to remain on the calendar, with the former offering travel convenience due to its proximity to the U.S. Brazil’s enthusiastic response to its first game in 2024 has underscored South America’s potential as an emerging market for American football. The unique scheduling of Brazil’s game, held on a Friday rather than the traditional Sunday morning time slot used in Europe, suggests that the NFL is willing to adapt to local preferences and logistical needs.
The NFL’s expanding international footprint is also sparking discussions about the possible establishment of an international team. Goodell’s recent remarks indicate that the NFL is studying market interest to assess the feasibility of such a team, potentially in London or Mexico City. London, with its established NFL fan base, would be a logical choice. However, Mexico City’s proximity and fan enthusiasm make it a strong contender as well, allowing for relatively easier travel for teams based in the United States.
In addition to bringing games to international fans, the NFL’s global strategy reflects a desire to make American football a widely appreciated sport. By targeting different countries and carefully choosing game times that accommodate local audiences, Goodell is working to integrate American football into the sports culture of various regions. As these international games grow in popularity, the NFL will have to balance fan demand with logistical considerations, but the path forward points to an increasingly global future for the league.
