Here we go! It was an open secret: the NFL made official on Monday the holding of the first match in its history in France. This will take place in October, at the Stade de France. One of the two teams concerned is already known: the New Orleans Saints. A win-win-win deal: the League will take advantage of this to increase its popularity and revenue, French fans – including Antoine Griezmann – will have the opportunity to see a match without crossing the Atlantic, and American football will benefit from a huge spotlight to take a step forward in France.
France, third European market
The NFL, which has around 6 million fans in France, has had its eyes on Paris for several years now. “There is a logic to come. Behind Germany and England, it is the third European market in terms of number of fans, audiences, derivative products,” explains Brett Gosper, head of Europe for the NFL, at 20 Minutes. He notes constant growth, “but not at the speed we would like”. This first match in Paris should therefore allow us to accelerate. “We saw it in Spain: the first game in Madrid really moved the needle. »
Despite the power of its brand, the NFL remains in fact “a UFO in the French media landscape”, recognizes Pierre Trochet, president of the International Federation of American Football (IFAF). “It’s not a sport that affects the general public because it’s an American sport, which has a completely different structure from what we are used to in Europe, with a lot of downtime,” explains Jean-Philippe Dinglor, former coach of the France team. It is a complex sport in its architecture. » And beyond satisfying the faithful, international matches must serve to broaden the audience.
“A little bit of catching up to do”
For this, the NFL designs these weeks abroad “like mini Super Bowls, with festivities inside the city and around the stadium”. A show will also be scheduled at halftime to reflect the biggest match of the year. You will have to jostle to find a ticket, but Brett Gosper expects 70% French people in the stadium. “The Germans and the English will also jump on the tickets, yes, but the goal remains to have a match for the French. That’s why we do it. »
“We will have a mini French Super Bowl with international artists, a full stadium, fantastic teams… All of this will benefit the popularity of sport and the participation of young people. France is a market with enormous potential. We have a little bit of catching up to do, so this will be an opportunity,” enthuses Pierre Trochet.
Discover local heroes and stay involved for the long term
The figures for the French American Football Federation are increasing but with some 35,000 members, it remains outside the top 30 of national sports federations. An NFL match on French soil, “that means more participants, more young people, more competitive clubs, French teams who will have the choice between more athletes, more clubs… There are only positive effects, underlines Pierre Trochet, himself a former player. Wherever we have seen international matches, there have been repercussions on popularity and therefore on practice. This is a fantastic opportunity on every level. »
“There will be more effort in identifying potential athletes,” adds Brett Gosper, who hopes to “discover local heroes” and fuel the interest of the general public. Especially since the NFL is not a fan of one shot. Now that the door is open, more matches are expected to follow in the years to come. “This is the intention,” the League representative confirms. We haven’t yet set a pace, but the idea is to continue with regularity. A one shot would be a waste of effort and investment. »
“Grandiose, no matter the teams”
The only slight disappointment for the most demanding fans at this stage: the poster for the match which will be played in October. The Saints finished last in their division for the last two seasons (eleven victories in their last 34 games), and we have not seen them in the play-offs since 2021. It is not yet official, but they could challenge the Cleveland Browns, who have eight small victories in their last 34 games. The content of comments on social networks sets the tone. “France gave us the Statue of Liberty. We give them the Browns. Lol,” wrote an American fan, a bit taken aback.
Having a Saints meeting, however, responds to the logic of the NFL and its international program, which grants franchises marketing rights to develop their notoriety in very specific countries. In May 2023, the Saints officially gained priority in the French market. Since then, they have formed partnerships (for example with the Paris Mousquetaires club) and carried out several initiatives in order to strengthen their brand in France.
In any case, the question of the poster does not arise for Jean-Philippe Dinglor: “We dreamed of an NFL match at home. Seeing an NFL team play is always amazing. It’s another dimension. The NFL in Paris is magnificent, no matter the teams. It’s something different than on TV: the speed of the game, the athletic quality of the players, it’s incredible. » We’re just waiting to see – if we can get a place.
