Paris is poised to host its first regular-season NFL game in the coming months, and the Novel Orleans Saints are making a clear statement: they intend to be more than just visitors. The franchise detailed its strategy for establishing a lasting presence in the French market during a conference in Paris on Friday, March 27, alongside league officials, signaling a significant investment in the region.
The NFL views France as a key component of its broader international expansion, and the Saints are positioning themselves to be at the forefront of that growth. Brett Gosper, the NFL’s head of Europe and Asia-Pacific, emphasized the importance of Paris as a priority market. “We want to produce the NFL a truly global sport, and that means going through Paris,” Gosper stated, according to reports. This commitment extends beyond a single game, with plans for a permanent NFL office in Paris and local recruitment efforts. “We are here for the long haul, not just for one match,” he insisted.
The upcoming game is being framed by the NFL as a “mini Super Bowl,” with a multi-day series of activations designed to create a spectacle that extends beyond the field. Initial ticket pre-registration saw over 200,000 requests, demonstrating considerable fan interest. The league’s broader goal is to build a sustainable commercial ecosystem around American football in France.
The Saints’ Ambition: Becoming France’s NFL Team
For the New Orleans Saints, the approach is particularly ambitious. Team owner Gayle Benson highlighted the historical ties between France and Louisiana, expressing a desire for a deep and lasting connection. “We are going to do everything to become the NFL team of France,” Benson said. Saints quarterback Tyler Shough and offensive tackle Taliese Fuaga participated in the conference, visiting iconic Parisian landmarks like the Stade de France and Parc des Princes, and engaging with French media.
The Stade de France, a venue familiar to fans of international sporting events, is the focal point of these efforts. The stadium, which hosted events during the 1998 FIFA World Cup and the 2024 Summer Olympics, is seen as a crucial asset in attracting a broad audience to American football. The Saints’ proactive engagement, coupled with the NFL’s investment, suggests a long-term strategy focused on cultivating a dedicated fanbase.
Beyond the game itself, the NFL is also investing in the development of flag football, which will be an Olympic sport in 2028. This initiative aims to broaden the appeal of American football to new audiences and encourage participation at the grassroots level. This strategic move underscores that the NFL’s commitment to Paris is not a one-off event, but a cornerstone of its international growth strategy.
The Saints’ decision to focus marketing efforts exclusively on France, as part of the NFL’s global markets program launched in 2022, demonstrates a focused approach. Greg Bensel, a senior vice-president with the Saints, explained that France was a “natural market” given the cultural and historical connections to New Orleans. The team has been actively building business and community links, and has established a partnership with the Paris Musketeers, a team in the European League of Football.
This partnership with the Paris Musketeers, led by former NFL head coach Jack del Rio, is a key element of the Saints’ strategy. The Musketeers, primarily composed of French players, provide a local connection point for fans and a platform for developing talent within France. The collaboration includes joint initiatives in both New Orleans and Paris, fostering a reciprocal relationship between the two cities.
Brett Gosper’s background also provides a unique perspective on this expansion. As noted in reports, Gosper previously lived in Paris for nearly a decade, playing rugby for Racing 92 before working in the advertising industry. This personal connection to the city likely informs his approach to building a sustainable NFL presence in France.
The NFL’s international strategy, as evidenced by its investment in France, reflects a broader trend in professional sports. Teams are increasingly looking beyond their domestic markets to expand their brand and revenue streams. The success of the NFL’s international series in London and Mexico has paved the way for further expansion into Europe, with Paris now taking center stage.
The Saints’ commitment to becoming “the NFL team of France” is a bold move, but one that is backed by a clear strategy and significant investment. The combination of historical ties, local partnerships, and a long-term vision suggests that the Saints are serious about establishing a lasting presence in the French market. The upcoming game at the Stade de France will be a pivotal moment, not just for the NFL, but for the future of American football in Europe.
The next step for the NFL and the Saints will be finalizing the details of the game at the Stade de France, expected in either 2026 or 2027. Fans can stay updated on official announcements and ticket information through the NFL’s official website and the New Orleans Saints’ social media channels.
