The new NFL season is about to get underway, and while most of the action and fandom are based in the United States, a significant portion of the NFL is now “international.” Seven games will be played in other countries across the 2025 season, including places like Spain and Ireland for the first time. They are almost guaranteed to be sold out (some already are).
While it might seem like a given that every sports fan in, say, Ireland will want a ticket for the game, it’s actually the culmination of a long, well-thought-out strategy that has taken years, decades, even to pull off. We’d argue that the NFL is light-years ahead of other leagues, including the NBA, in expanding its international footprint, and we believe that there are valuable lessons in its strategy that can be applied to any startup or established business seeking growth in new markets.
Patience Pays Off
One of the interesting characteristics of the NFL’s strategy was taking a long-term approach. People point to the sold-out stadia for the London Games (three per year in the fall) as the hottest ticket in town, but it took years of strategy to reach that point, partnering with broadcasters, doing deals with local stakeholders (two games are played at the Tottenham Hotspur Stadium), and building up a presence in other ways. As to the latter, NFL academies are springing up across many different countries. They won’t produce the next Tom Brady tomorrow, but they establish grassroots connections with local fans.
It’s Not Just About the Games
Hosting a game in London or Berlin a couple of times a year is only the focal point of a wider campaign to drive fan interest. After the Super Bowl, fans will be discussing NFL playoff odds for the new season, the Draft, potential trades, and other topics, but it’s about keeping them engaged via social media and other content, such as movies, previews, podcasts, and more. The NFL has done an excellent job of soft marketing in this way, often tailoring its content to resonate with local audiences.
Spheres of Influence
It is quite interesting to see that the NFL’s 32 teams have agreed to have specific target markets, with deals in place for broadcasting, among other things. For instance, the Rams have Australia, the Jaguars have London. Some territories will have multiple teams, whereas others will have just one. However, it appears that a gentleman’s agreement exists among rival teams, allowing them to focus on specific regions without interference from others. It all comes from a recognition that there is an enormous potential market out there, more than enough to go around.
The Power of Socials
The NFL does, of course, have a massive social media presence, but it’s not just about posting content from @NFL on X. The league maintains a network of social media accounts across various markets, posting content in multiple languages and adjusting it as needed to have a greater impact in specific markets. What’s more, it has partnered with local media to both curate and deliver its content.
Local Adjustments Count
Sometimes, it’s the small things that matter. If you visit the NFL’s website while in the UK, for instance, game times are listed in GMT. Content produced by the NFL is also often written in British English. While most fans would understand the US vernacular, the small touches matter; bringing in local references makes a difference with a target market, fostering a connection between the fans and the product.
Seeing the Bigger Picture
The NFL and other sports leagues used to zealously attempt to remove content from social media, viewing it as a means of losing revenue when the content is not behind a subscription paywall. Yet, now the reverse is true, and fans can get video content of in-game plays on social media minutes after they happen. This matters for international fans, some of whom might not have access to traditional television broadcasts for the games.