NFL Expands Global Footprint: Browns, Saints Target Italy, Raiders Broaden Reach
The National Football League continues its ambitious international expansion, with Italy becoming the latest territory to welcome NFL teams for marketing rights. The league’s Global Markets Program, now encompassing 22 territories worldwide as of 2026, is seeing increased participation from franchises eager to cultivate new fan bases and brand recognition. The Cleveland Browns and New Orleans Saints are establishing a marketing presence in Italy, while the Las Vegas Raiders are simultaneously expanding into Canada, the United Arab Emirates, and the United Kingdom.
Launched in 2022, the Global Markets Program grants NFL teams commercial rights outside of the United States. The core objective is to build brand awareness, engage potential fans, and grow the game through events, activations, and initiatives like NFL Flag football. By 2026, all 32 NFL franchises are slated to participate in the program, solidifying a significant international presence.
“The expansion of the Global Markets Program, in its fifth year, highlights the NFL’s continued focus on global growth and its 32 teams,” stated Gerrit Meier, NFL International’s head, according to the league. The NFL emphasizes that the GMP has already facilitated hundreds of fan events and spurred the growth of NFL Flag programs at the grassroots level.
New Markets, Existing Commitments
The Browns are adding Italy to a portfolio that already includes Nigeria. The Saints are building on their existing presence in France by adding the Italian market. The Raiders, meanwhile, are reinforcing their international strategy with expansions into Canada, the UAE, and the UK. Several teams already have established international marketing rights; the Chicago Bears, Kansas City Chiefs, and Miami Dolphins will continue their activities in Spain in 2026.
This expansion isn’t limited to marketing rights. The NFL is planning a record-breaking schedule of nine regular-season games outside of the United States in the coming years, spread across four continents, seven countries, and eight stadiums. The Santiago Bernabéu stadium in Madrid, Spain, is among the venues selected, alongside locations in London, Melbourne, Mexico City, Munich, Paris, and Rio de Janeiro. Italy is as well in the mix to potentially host future games, and the league will return to Madrid in 2026, with the Bernabéu poised to host another NFL contest.
What Which means for the NFL and its Fans
The NFL’s aggressive international strategy represents a significant investment in the long-term growth of the sport. Expanding into new markets allows the league to tap into previously unrealized revenue streams and cultivate a global fanbase. For teams like the Browns, Saints, and Raiders, this provides an opportunity to build brand loyalty in regions where American football is still emerging. It’s a calculated move to diversify revenue and ensure the NFL’s continued dominance in the global sports landscape.
For fans in these new markets, the increased presence of NFL teams means more opportunities to engage with the sport. This includes potential for live game experiences, merchandise availability, and increased media coverage. The growth of NFL Flag programs, in particular, is aimed at introducing the sport to younger audiences and fostering a new generation of fans. The league is clearly betting that a sustained, localized approach will yield significant returns in the years to come.
The inclusion of the Santiago Bernabéu, home to Real Madrid, as a regular-season game venue is particularly noteworthy. It signals the NFL’s ambition to compete with soccer (football) for global sporting dominance. Leveraging the infrastructure and fan base of established soccer venues allows the NFL to quickly establish a foothold in new markets. The Bernabéu, with its capacity of over 81,000, provides a compelling stage for showcasing the NFL to a European audience.
Looking Ahead: 2026 and Beyond
The year 2026 marks a pivotal moment for the NFL’s international strategy, with all 32 franchises participating in the Global Markets Program. The league’s commitment to hosting regular-season games outside of the United States will continue to grow, bringing the excitement of NFL football to fans around the world. The success of these initiatives will depend on the NFL’s ability to adapt its marketing and game-day experiences to local cultures and preferences.
The expansion into Italy, Canada, the UAE, and the UK represents a significant step forward in the NFL’s global ambitions. As the league continues to invest in international markets, fans can expect to see even more opportunities to engage with the sport they love, regardless of where they live. The next confirmed checkpoint for international fans will be the announcement of the 2026 regular season schedule, including details on international game locations and broadcast plans. Stay tuned to NFL.com for the latest updates.
