The NFL continues its ambitious international expansion, and Italy is the latest market to join the fold. The league announced Monday that the Cleveland Browns and New Orleans Saints have been granted exclusive international marketing rights to Italy, beginning in 2026. This move signifies a growing commitment to cultivating a fanbase beyond North America and represents a significant step for American football’s presence in Europe.
The announcement comes on the heels of the NFL’s ongoing Global Markets Program (GMP), launched in 2022, which allows franchises to develop their brand internationally through fan engagement, events, and commercial opportunities. Italy becomes the 22nd international market included in the program, encompassing all 32 NFL teams. The Saints, notably, are already heavily invested in international play, preparing for a regular season game against the Cleveland Browns in Paris this October.
A Growing Global Footprint
The Global Markets Program isn’t simply about selling merchandise. it’s a long-term strategy to build sustainable fan bases. As Gerrit Meier, the NFL’s head of international, stated, the program’s expansion “highlights the continued commitment to global growth for the NFL.” The league aims to connect with fans worldwide, fostering a deeper appreciation for the sport and its unique culture.
For both the Browns and the Saints, this represents an expansion of their international efforts. Cleveland already holds marketing rights in Nigeria, while the Saints add Italy to their existing presence in France. This dual-market approach allows teams to strategically target regions with potential for growth and build brand recognition across multiple continents.
What So for Italian Football Fans
The awarding of marketing rights to the Browns and Saints doesn’t immediately translate to NFL games in Italy, but it lays the groundwork for potential future events. The NFL has been steadily increasing the number of international games, with a record nine games scheduled for 2026 across four continents, including locations in London, Madrid, Melbourne, Paris, and Rio de Janeiro. While Italy isn’t yet on that list, the increased investment from these two franchises significantly raises the possibility of a future regular-season game on Italian soil.
More immediately, Italian fans can expect increased engagement from both teams. This could include social media content tailored to the Italian market, promotional events, and opportunities to connect with players and team personnel. The league and the franchises are also focused on developing flag football programs in Italy, aiming to introduce the sport to a younger generation and build a grassroots following.
The Saints’ International Strategy
The New Orleans Saints, under the leadership of owner Gayle Benson, have been particularly proactive in pursuing international opportunities. Benson traveled to France in March with quarterback Tyler Shough and offensive tackle Taliese Fuaga to engage with French media ahead of the October game in Paris. Benson emphasized the Saints’ commitment to becoming “France’s NFL team,” highlighting the organization’s dedication to building a strong connection with European fans.
The Saints’ marketing rights in both France and Italy demonstrate a clear strategy to establish a foothold in Europe. This approach allows the team to tap into new revenue streams, expand its brand recognition, and cultivate a loyal international fanbase. The team’s success in these markets could also open doors for future international ventures.
Cleveland Browns: Building on Existing Momentum
For the Cleveland Browns, the addition of Italy to their international portfolio complements their existing efforts in Nigeria. The Browns have a significant Italian-American population within their home city, and an established “Little Italy” neighborhood dating back to 1800. This existing connection provides a natural starting point for engaging with Italian fans and building brand awareness.
The Browns’ international marketing strategy focuses on leveraging their historical ties to the Italian-American community while also introducing the sport to a broader audience. This approach aims to create a sense of familiarity and connection with potential fans in Italy.
The NFL’s Broader International Push
The NFL’s commitment to international expansion is evident in the growing number of games played outside of the United States. Since 2007, the league has hosted 62 regular-season games in international locations, including London, Mexico City, and several cities across Europe. These games have proven to be incredibly popular, attracting large crowds and generating significant media attention.
The league’s Global Markets Program is a key component of this broader strategy. By awarding international marketing rights to individual franchises, the NFL is empowering teams to take ownership of their international growth and build lasting relationships with fans around the world. This decentralized approach allows for greater flexibility and responsiveness to local market conditions.
The NFL’s expansion into Italy represents a significant milestone in its global ambitions. While challenges remain, the league’s commitment to investing in international markets suggests that American football’s reach will continue to grow in the years to come. The Saints and Browns are now positioned to lead the charge in Italy, bringing the excitement and spectacle of the NFL to a new audience.
The next confirmed checkpoint for both teams is the upcoming NFL Draft in April, where they will look to add talent to their rosters as they prepare for the 2026 season – and potentially, future games on international soil. What are your thoughts on the NFL’s expansion into Italy? Share your comments below!
