Updates

The NFL announced the growth of its Global Markets Program for year two, with new clubs and new markets set to participate in 2023 following approval from the International Committee at the 2023 Spring Meeting in Minneapolis.

Twenty-one clubs will now participate in the program in 2023 across 14 international markets, up from 19 participating clubs across 10 markets last year.

The Global Markets Program launched in 2022 and was previously referred to as the International Home Marketing Areas program. The program grants NFL clubs access to international markets for marketing, fan engagement and commercialization activations as part of an important, long-term strategic effort to enable clubs to build their brands globally while driving NFL fan growth beyond the US.

Highlights for 2023 include:

• France: The New Orleans Saints have been granted international marketing rights in France – the first NFL club to select and be awarded the French market – in what is also their first entry into the Global Markets Program.
• Republic of Ireland & Northern Ireland: The Pittsburgh Steelers have been awarded international marketing rights in the Republic of Ireland and Northern Ireland to complement their rights in Mexico, which they received last year. Also granted rights in the Republic of Ireland are the Jacksonville Jaguars, who will expand their international rights beyond the UK for the first time.
• Germany: The Atlanta Falcons became the fifth club to be granted international marketing rights in Germany in what is the club's first entry into the program. Three of the original clubs with rights in Germany – the Kansas City Chiefs, the New England Patriots and the Tampa Bay Buccaneers – were granted rights in April to expand their presence beyond Germany to include Austria and Switzerland as part of the DACH region.

"We are thrilled to see the shared ambition of our teams in growing the NFL around the world, and this expansion demonstrates not only the momentum of the Global Markets Program as we head into year two, but the value the participating clubs are already seeing from this important initiative," said Peter O'Reilly, NFL Executive Vice President, Club Business, Major Events & International. "We know that global fandom is accelerated through direct engagement with our clubs and players, and we are excited to see the continued impact of this program to reach and engage more fans and grow our sport at every level globally."

NFL clubs can apply for rights to selected international markets by submitting proposals for the International Committee to review each spring. Clubs are awarded rights for at least a five-year term through the program. During this period, a club has the rights to pursue activities in that international market that are largely consistent with what they can do in their home market.

"We are very excited about the opportunity to help grow the NFL internationally," says Atlanta Falcons President, Greg Beadles. "The league and the clubs have put a lot of effort into cultivating fanbases overseas and we are all seeing positive results from that effort. We view this as a long-term investment in continuing to grow the game of football and look forward to helping introduce America's game to new audiences."

In year one of the Global Markets Program, clubs introduced successful initiatives across marketing, fan engagement and the commercial sphere. Highlights include a collective commitment and ambition to growing flag football in international markets, with a focus on building community experiences to engage young people in the sport.  

Participating clubs have also activated their rights around several NFL tentpole events, including the International Games in London, Germany, and Mexico in 2022, the 2023 Pro Bowl Games in Las Vegas, and the 2022 and 2023 NFL Drafts.