Why the NFL Thinks the World is Ready for Football

Key Concepts

• NFL International Series: The NFL’s initiative to play regular season games outside of the United States, beginning in 2007.
• Global Markets Program: An NFL program allowing teams to secure marketing rights in international territories.
• Jacksonville Jaguars’ Strategy: The Jaguars’ unique and successful approach to international expansion, particularly in London, involving long-term commitment and revenue control.
• Economic Impact: The significant financial benefits generated by NFL international games for host cities and the league.
• Long-Term Investment: The NFL’s strategy of building sustained fan engagement and infrastructure in international markets, rather than focusing solely on short-term revenue.
• Franchise Value & Growth: The contrast between the Jaguars’ on-field performance and their off-field brand growth internationally.

The Jacksonville Jaguars: An NFL International Success Story

The Jacksonville Jaguars, despite a historically unremarkable record in the NFL – remaining one of four franchises never to reach a Super Bowl – have emerged as a leader in the league’s international expansion, particularly in markets outside the United States. Ranked 24th in NFL franchise value (out of 32), the Jaguars have significantly outpaced their peers in building a global brand.

The Genesis of the International Series & The Jaguars’ Pioneering Role

The NFL’s International Series began in 2007 with a single game at Wembley Stadium in London. Initial enthusiasm was tempered by owner skepticism regarding sacrificing home game revenue in a market dominated by the Premier League. This changed in 2012 when Shahid Khan, the new owner of the Jaguars, signed a four-year deal to play one home game annually in London. This agreement has been repeatedly extended, establishing London as the Jaguars’ unofficial “home away from home” – despite Jacksonville being over 4,000 miles away. London has become the NFL’s most profitable “road game.”

A unique aspect of this partnership is the complete revenue control granted to the Jaguars over their international games. They are responsible for all revenue streams – ticket sales, merchandise, concessions – resulting in estimated earnings of up to $50 million per London game. The Jaguars have played 14 regular season games outside the US, more than any other team.

Expanding the International Footprint: Dublin & Beyond

The NFL’s international schedule has expanded dramatically since 2007, reaching a record seven regular season games overseas in the 2025-26 season, including inaugural games in Germany, Spain, and Ireland. To understand the logistical and financial aspects of these games, a visit was made to Dublin prior to the matchup between the Minnesota Vikings and the Pittsburgh Steelers.

The Dublin game demonstrated the NFL’s extensive investment in promoting the event, including an NFL-themed fountain in the River Liffey, city-wide flags and banners, nine free fan events, and dedicated pubs for each team (Steelers and Vikings). A Super Bowl gallery featuring all 59 Super Bowl rings and the Vince Lombardi Trophy was also hosted at Dublin City Hall. The game drew 7.9 million viewers in the US, a 68% increase from the average for 2024 International Games.

The Global Markets Program & Strategic Partnerships

Central to the NFL’s international strategy is the Global Markets Program, launched in January 2022. This program grants each of the 32 NFL teams marketing rights in specific international countries. Teams with geographical, cultural, or historical ties often receive rights in those territories. For example, the Arizona Cardinals have rights in Mexico, the Miami Dolphins in Spain, and the New Orleans Saints in France.

The Pittsburgh Steelers and Jacksonville Jaguars were awarded marketing rights for the Republic of Ireland in 2023. The Steelers’ connection to Ireland stems from the Rooney family’s ancestral roots, with Art Rooney founding the team in 1933 and his son, Dan Rooney, serving as US ambassador to Ireland in 2009. This historical connection was leveraged in the agreement with the Irish government, which committed €10 million in public funding – half as a license fee to the NFL and half for logistical support.

Financial & Logistical Considerations

Hosting an NFL game requires significant logistical adjustments to existing venues. Croke Park, the Dublin venue, required modifications to the pitch, locker rooms (which needed expansion to accommodate NFL players), and installation of new ribbon boards and fiber optic cabling. The NFL views these games as “pebble drops,” creating ripple effects beyond the immediate financial gains, fostering long-term fan engagement, and building infrastructure.

Failte Ireland projects the Dublin game will generate an estimated €64 million in economic activity. The NFL’s merchandise sales are also substantial, with North America’s football merch market generating $3.3 billion in revenue in 2024, projected to reach $4.6 billion by 2030. The league emphasizes creating a complete fan experience, including pop-up shops offering team merchandise and city-wide branding.

Future Outlook & Potential for Overseas Franchises

The NFL is considering expanding the regular season to 18 or even 19 games to accommodate more international matchups. The league is also exploring the possibility of establishing a permanent NFL franchise outside of the United States, citing the growing fan base and the development of NFL-specific stadiums like Tottenham Hotspur Stadium in London. While not imminent, the NFL believes that a team based overseas could become a reality in the future.

The NFL’s international strategy is not solely focused on financial returns. It’s a long-term investment in building a global sports property, fostering fan engagement, and expanding the reach of American football worldwide. The Jacksonville Jaguars’ pioneering role in London serves as a model for this expansion, demonstrating the benefits of sustained commitment and strategic partnerships.

Notable Quote:

“Everybody can choose to watch something at home, right? But nobody talks about the moments when they're sitting at home and what our job is to create those moments and just have people enjoy those three hours.” – NFL Representative, emphasizing the importance of the fan experience.