NFL Expands Global Reach A Look at International Growth and Trends Ahead of 2025 Season
The NFL’s global ambitions are reaching new heights as the league continues its efforts to engage fans worldwide. In February 2025, the NFL will host its first-ever regular-season game in Ireland, with the Pittsburgh Steelers as the designated home team. This milestone marks a significant step in the NFL’s ongoing international expansion, which began almost a century ago.
A Look Back at NFL’s International Beginnings
The NFL has been growing its international presence for decades. The league’s first international regular-season game took place in Mexico City in 2005, with the Arizona Cardinals facing the San Francisco 49ers.
In 2007, the NFL further strengthened its international efforts with the launch of the International Series, featuring the New York Giants and the Miami Dolphins at London’s iconic Wembley Stadium. Since then, London has become a regular host for NFL games, having welcomed 39 games to date.
Top Teams and Cities for International Games
The Jacksonville Jaguars hold the record for the most international games, having played 13 times in London since 2013. Other cities that have hosted NFL regular-season games include Toronto, Mexico City, Munich, Frankfurt, and São Paulo.
Factors Driving Global Popularity
Several initiatives have fueled the NFL’s growing international popularity. The NFL Global Markets Program, which grants teams international marketing rights, has been instrumental in reaching new fans. Additionally, NFL Academy campuses in England and Australia provide American football training, education, and life skills development for student-athletes, further strengthening the league’s international presence.
International Search Interest and Trends
As the NFL expands its global footprint, search interest worldwide is on the rise. In January 2024, global search interest for the NFL reached an all-time high. Countries like Canada, Mexico, the Dominican Republic, Ireland, Australia, and New Zealand are leading the way in online searches for NFL-related content.
2023-24 Season Highlights in Global Search Trends
International interest in the NFL continues to grow, especially in merchandise sales. Searches for “NFL shop Europe” surged 240% in 2023-24, reflecting a strong desire among international fans to purchase team apparel. The most searched teams and players outside the U.S. include:
Top NFL Teams:
- Kansas City Chiefs
- San Francisco 49ers
- Dallas Cowboys
- Buffalo Bills
- Philadelphia Eagles
Top NFL Players:
- Travis Kelce
- Patrick Mahomes
- Jason Kelce
- Brock Purdy
- Odell Beckham Jr.
The Kelces and the 2024 Super Bowl: Global Impact
The 2023-24 season saw the Kelce brothers, particularly Travis, dominate global searches. His connection with pop star Taylor Swift only amplified his global appeal, with international fans increasingly seeking information about his career, team, and personal life.
Travis Kelce reached an all-time high in global search interest in February 2024, while his brother Jason also saw a significant rise in searches, especially regarding his Super Bowl victories and career status.
Super Bowl LVIII: International Interest and Global Questions
With the Kansas City Chiefs and San Francisco 49ers playing in Super Bowl LVIII, international search interest has also been high. Fans outside the U.S. have been particularly curious about the Chiefs’ history and players, while questions about the 49ers’ Super Bowl achievements also dominated search trends.
What’s Next for International NFL Search Trends?
Looking forward, the NFL’s international presence will only continue to expand. In 2025, the league plans to host games in new countries like Brazil, where NFL interest has steadily grown.
As international fans tune in to more games, they’re asking a variety of questions about American football, such as “How to play American football?” and “What is a touchdown?” This growing curiosity signals a bright future for the NFL’s global reach.
As the NFL continues its worldwide expansion, both on and off the field, fans can expect more exciting opportunities to engage with their favorite teams and players, no matter where they are. Whether through attending games, searching for merchandise, or exploring the fundamentals of the sport, international interest in the NFL shows no signs of slowing down.
