NFL Expands Global Reach A Look at the League’s International Growth and Rising Global Interest

The NFL has been making significant strides in expanding its international presence over the past two decades, with a series of high-profile games around the world.

In February 2025, the league made an exciting announcement: the first-ever regular-season game in Ireland will take place in the upcoming 2025 season, with the Pittsburgh Steelers as the designated home team. But this move is just the latest in the NFL’s long-standing efforts to increase its global footprint.

A History of NFL’s International Initiatives

The NFL has been hosting games internationally for nearly a century. The league’s first regular-season international game took place in Mexico City in 2005, featuring a matchup between the Arizona Cardinals and the San Francisco 49ers.

However, the NFL’s international push really gained momentum with the launch of the International Series in 2007, when the New York Giants faced the Miami Dolphins at London’s iconic Wembley Stadium. The Giants won 13-10, en route to their third Super Bowl victory. From 2007 to 2012, Wembley hosted one regular-season game each year.

The Jacksonville Jaguars Lead the Charge

Since the inception of the International Series, the Jacksonville Jaguars have played the most international games. As of 2023, the team has played 13 games in London, including back-to-back victories in 2023.

International NFL Games: A Global Spread

London has been the most consistent host for regular-season NFL games, with 39 games held in the city. Other cities that have hosted NFL games include Toronto (6), Mexico City (5), Munich (3), and Frankfurt and São Paulo (1 each).

Factors Driving NFL’s Global Popularity

Several factors have contributed to the NFL’s growing popularity abroad. The NFL’s Global Markets Program has been pivotal, as it grants international marketing rights to teams in countries outside the U.S. This has led to greater fan engagement and broader awareness.

Additionally, the establishment of NFL Academy campuses in the UK and Australia has allowed the league to nurture young talent by providing training and life skills, further expanding interest in the sport across the globe.

International NFL Search Trends: A Rising Phenomenon

With the NFL’s increasing efforts to build its international brand, global search interest in the league has spiked. According to Google Trends data from early 2024, global interest in the NFL reached an all-time high in January 2024. Some of the top countries searching for the NFL outside the U.S. since 2004 include:

• Canada
• Mexico
• Dominican Republic
• Ireland
• Australia
• New Zealand

Rising Interest in NFL Apparel and Teams

As international fans continue to engage with the sport, interest in NFL merchandise is on the rise. Over the past year, searches for “NFL shop Europe” outside the U.S. spiked by 240%, indicating a growing demand for NFL gear globally.

Among the most-searched NFL teams outside the U.S. are the Kansas City Chiefs, San Francisco 49ers, Dallas Cowboys, Buffalo Bills, and Philadelphia Eagles. Similarly, NFL stars such as Travis Kelce, Patrick Mahomes, and Jason Kelce have seen huge search spikes, with Travis reaching an all-time high in worldwide interest in February 2024.

The Kelce Effect and Super Bowl Buzz

The Kelce brothers have become household names internationally, especially due to Travis’ connection with pop superstar Taylor Swift. Beyond the Swift-Kelce connection, international fans were also keen to learn more about both Travis and Jason’s football careers. Questions about their positions, Super Bowl achievements, and jersey numbers topped search trends for both players outside the U.S. during the 2023-24 season.

The Super Bowl and Global Reach

The Kansas City Chiefs, who were the 2024 Super Bowl champions, also saw a surge in international interest, especially following their successful season. Fans across the globe were curious about topics like where to watch Chiefs games and why the team played in Germany.

Brazil Set to Host an NFL Game in 2025

Excitement is building as the NFL plans to host a regular-season game in Brazil for the first time in September 2025. The Philadelphia Eagles and Green Bay Packers will open the season in São Paulo, and Brazil has been experiencing growing interest in the NFL. Since 2004, NFL-related searches in Brazil have steadily increased, with top queries including “NFL Brazil tickets” and “NFL 2024 Draft.”

Searching for Knowledge: International Fans’ Curiosity

International fans are also eager to learn more about the intricacies of American football. Questions like “What does LB mean in football?” and “How long does a football game last?” are frequently asked, reflecting a growing desire to understand the sport better.

Fans are also searching for ways to engage with the game on a more personal level, including finding local football camps and coaching opportunities. Additionally, there’s an increasing interest in football-related gear, including jerseys, cleats, and memorabilia.

A Growing Global Community

As the NFL continues to expand its reach and engage with new audiences worldwide, the league is not just building a larger fan base but also creating a community of passionate, knowledgeable football fans from every corner of the globe. The 2025 season promises to be another milestone in the NFL’s journey toward becoming a truly global brand.