NFL Enhances Global Strategy Growth With NFL Experience Kickoff ’25 Events
Monday, August 11, 2025 at 02:53PM By Barry Janoff
August 11, 2025: The NFL is bringing its 2025 Kickoff Weekend to people worldwide via NFL Experience, the league’s official in-market celebration.
The NFL said people would have a “free, unmatched game day experience designed to capture the energy and excitement of the 2025 season kickoff."
NFL Experience is planned for Sept. 4-7 at or near destinations that will host NFL games this coming season and next, including the U.K., Berlin, Madrid, Sao Paulo, Dublin and Melbourne, Australia, as well as Toronto.
The NFL season begins Sept. 4 with the defending Super Bowl LIX champion Philadelphia Eagles hosting the Dallas Cowboys.
"Our international fan base is one of the fastest-growing communities in sports, and NFL Experience is our way to celebrate that passion and bring the excitement of NFL Kickoff directly to fans around the globe," Peter O’Reilly, NFL evp-club business, international and league events, said via the league.
The NFL said NFL Experience would include live game screenings, interactive events, local food and entertainment “inspired by each city’s culture,” exclusive giveaways and merchandise and NFL team and player experiences through appearances by NFL Legends, mascots and cheerleaders.
Official NFL partners will support with exclusive fan perks and interactive experiences.
The NFL said more than 183 million fans now follow the league outside the U.S., “fueled by the success of regular season NFL International Games across Canada, Mexico, the U.K., Germany and Brazil and the league’s upcoming game expansion into Ireland, Spain and Australia.
“These watch parties build on that momentum, giving fans around the world more opportunities to come together and share in the excitement of football.”
Free registration is now open through NFL OnePass or through the NFL OnePass app.
The league said people who register and check in via OnePass would have access to special giveaways, including game tickets, and other exclusive market-specific experiences.
The NFL said its international growth “is a strategic priority for the league and its 32 teams.
“Through global football development efforts, from grassroots to elite levels of play via NFL Flag, the NFL Academies and the International Player Pathway program as well as international fan growth via the NFL’s x and key international media and commercial partnerships, the league is investing in global initiatives alongside its international games to bring American football to fans and athletes around the world."
This past May, for the second time this year, the NFL expanded its Global Markets Program. The move means that for the first time, the league’s Global Markets Program, launched in 2022, includes all 32 teams.
That is up from 25 clubs across 19 markets in 2024 as the NFL “continues to prioritize global growth and connecting with more fans across markets around the world.”
Clubs are awarded rights for a five-year term through the program and during this period can pursue activities that are consistent with what they can do in their home domestic market, in their awarded international markets
The NFL in 2025 has scheduled International games that include Berlin, Dublin, London, Madrid and Sao Paulo.
A game in 2026 is scheduled for Melbourne.
"Through the success of the International Games and the passion we see from fans in markets around the world, it’s clear that the appetite for football has never been stronger,” said O’Reilly,
“We’re building on that energy by creating more ways for fans to experience the game, helping make it a year-round, global NFL experience."
NFL Experience Schedule and Locations (subject to change):
Sept. 4-7: Mexico City (sites TK)
Sept. 5: Brisbane, Australia Felons Barrel Hall; Rio de Janeiro Armazém Utopia
Sept. 7: Berlin Uber Platz; Madrid Plaza de Oriente; Manchester Courts Club, Toronto The Parkdale Hall
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