NFL Forges Ahead with Global Marketing Strategy

American Football is already one of the most popular sports around the world, but the National Football League (NFL) is doubling down on its international ambitions by considerably expanding its Global Markets Program (GMP).

The NFL has announced an expansion of its GMP, bringing the sport to passionate fans in five new countries. Four new teams have also been added to the GMP roster.

The GMP will extend its reach to Argentina, Colombia, Nigeria, South Korea and Japan. In those nations, international marketing rights have been awarded to the Miami Dolphins (Argentina & Colombia), Los Angeles Rams (Japan & South Korea) and Cleveland Browns (Nigeria).

Growing the NFL’s Global Presence

The GMP was initially launched in 2022 with the goal of building a global NFL fanbase.

The program awards NFL clubs international marketing rights to build brand awareness and fandom outside the United States (US) through fan engagement, events and commercial opportunities.

The GMP expansion brings the total number of international markets engaging in the program to 19, and 25 clubs will participate, which emphasises the NFL’s commitment to global growth.

In addition to the five new markets, four teams who had not previously been on the overall program have been included in the 2024 edition – the Browns, the Detroit Lions, the Indianapolis Colts and the New York Giants.

Expansion & Market Opportunities

In addition to the Browns in Nigeria, the Lions now hold marketing rights in Austria, Germany, Switzerland and Canada. The Colts have secured rights in Austria and Germany, while the Giants are making their debut in Germany.

Aside from the fresh inductees in the program, six existing participants, including the Rams and Dolphins, have expanded their market reach. 

However, the Dolphins should be looking to expand their reach to Ireland, which is a unique and promising market thanks to the nation’s rich sporting culture.

Ireland’s historical affinity with sports makes it an attractive and potentially lucrative opportunity for the Dolphins to expand their fanbase and further bolster the NFL’s presence in the United Kingdom (UK).

Sports betting is a well-established and popular pastime in Ireland, and the country boasts a robust regulatory structure that ensures fair play and protects its citizens.

Collaborating with Irish sports betting companies would do wonders for the visibility of American Football. It would also drive revenue via betting-related sponsorships through the roof.

If the Dolphins venture into the Irish betting landscape, they can tap into a highly enthusiastic and profitable market.

For instance, promoting wagering on NFL games on the top Irish betting sites can attract a new audience to American football. The move will bolster the league’s viewership on the Emerald Isle and improve the engagement and excitement surrounding NFL games for Irish punters.

The Dolphins have been proactive in growing their international brand, especially in the UK. They already enjoy considerable support in Ireland, so expanding their focus to the Emerald Isle is a no-brainer.

Ireland shares a cultural affinity with the UK, and the Dolphins’ existing popularity in the region could be the perfect springboard for establishing a foothold in the Irish market.

Ireland’s proximity to the UK and its rich sports culture also add to its appeal for the Dolphins, and it could be an opportunity for the NFL club to build a dedicated fanbase in the country.

Given their enthusiastic reception of American sports, evidenced by the sheer magnitude of NFL  events held in Dublin, there’s clearly a growing appetite for American football in Ireland.

Establishing a strong presence in the country would offer the Dolphins plenty of benefits, especially from a commercial perspective.

It opens up a chance to partner with several Irish companies, including those in the sports betting sector, which could create a lucrative revenue stream for the club.

Strategic Moves & Future Prospects

The New England Patriots have also acquired international marketing rights in Brazil, the New York Jets in Ireland, the Pittsburgh Steelers in Germany, and the Seattle Seahawks in Germany, Austria, and Switzerland.

The expansion of the GMP has already been approved by the NFL’s international committee after the 2024 annual meeting in Orlando, Florida.

Clubs can vie for a slice of the international market pie by applying to be included in the program annually. Once selected, the teams gain marketing rights in their assigned territory for at least five seasons, ensuring a sustained effort to build a dedicated fanbase.

Countries such as Austria, Germany, Mexico, Switzerland and the UK have emerged as hotbeds for NFL fandom, with multiple franchises vying for their attention.

This season, fans in these regions can experience the thrill of a live game, with regular-season matchups scheduled for London (UK), Munich (Germany) and Sao Paulo (Brazil).

Building on the program’s success in its debut season, 2023 saw GMP grow from 19 to 21 franchises, while the number of markets also increased from ten to 14.

The program continues to grow rapidly, and the NFL has announced that a regular-season game will be hosted by soccer giants Real Madrid at their iconic Santiago Bernabeu Stadium in 2025.