‘Build Brand Awareness, Fandom’: NFL Expands Global Market Program
Monday, March 30, 2026 at 07:24PM By Barry Janoff
March 30, 2026; The NFL is apparently following the notion of the James Bond film, “The World Is Not Enough.”
The league today unveiled the latest expansion of its Global Markets Program, including a new market — Italy — and three clubs extending their rights to include further countries.
The Cleveland Browns and New Orleans Saints now have marketing rights in Italy, while the Las Vegas Raiders have expanded their rights to include Canada, the United Arab Emirates and the United Kingdom.
Launched in 2022, the Global Markets Program provides NFL clubs international marketing rights in countries outside of the U.S. “to build brand awareness and fandom globally through fan engagement, events, commercial opportunities and NFL Flag development.”
Every NFL team is part of the Global Markets Program, which also enables them to be the host club for International Games played in their country.
"The expansion of the Global Markets Program in its fifth year highlights the continued focus on global growth for the NFL and 32 teams," Gerrit Meier NFL managing director and head of international said via the league.
“The league-wide commitment to the Global Markets Program is helping to accelerate fandom of our league, clubs and players around the world, deepening our international footprint and bringing our game closer to fans globally."
According to the NFL, the Global Markets Program has delivered a range of impactful fan engagement initiatives globally since its inception.
“To date, the program has supported hundreds of club-led fan events worldwide and enabled the introduction and development of NFL Flag in countries to support growth in flag football participation at a grassroots level reaching thousands of young people.”
“The league-wide commitment to the Global Markets Program is helping to accelerate fandom of our league, clubs and players around the world."
NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each spring. All 32 clubs now participate in the program, with rights held across 22 international markets.
Entering the 2026 season, 62 regular-season NFL games have been played outside the U.S., with London, Berlin, Munich, Frankfurt, Madrid, Dublin, São Paulo, Mexico City and Toronto having hosted games to date.
A record nine international games will be played in 2026 across four continents, seven countries and eight stadiums.
The league moved what has become its Thursday night opener to Wednesday Sept. 9 to accommodate the San Francisco 49ers facing the Los Angeles Rams in the first NFL regular season game in Melbourne, Australia on Sept. 10 (approximately 8:30 PM ET/Friday, Sept. 11 approximately 10:30 AM AEST) in Melbourne Cricket Ground.
The NFL will play the first regular season game in its history in Paris, France in 2026 in the Stade de France – the country's national stadium – with the New Orleans Saints named as one of the participating teams.
Beginning with the 2026 season, the NFL will return to Mexico City to play regular season games for the next three years in Estadio Banorte, starting in the 2026 season (49ers hosting); and will return to Madrid, Spain to play regular season game (Atlanta Falcons hosting) in Bernabéu Stadium – home to Real Madrid C.F – in a multi-year partnership with the City of Madrid and Comunidad de Madrid.
The NFL has also confirmed other 2026 regular season international games, including, one game in Rio De Janeiro, Brazil (Dallas Cowboys hosting) in the Maracanã Stadium; one game in Munich, Germany at FC Bayern Munich Arena (Detroit Lions hosting); and three games in London,: two games in Tottenham Hotspur Stadium (Jacksonville Jaguars and Washington Commanders each hosting) one game in Wembley Stadium (Jaguars hosting)
See full list of Global Markets Program teams and countries here.
NFL Moves ’26 Season Opening Kickoff, Followed By Australia
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