The NFL is no longer keeping its sights within the US. As it takes more games overseas and builds partnerships in new markets, the league wants to turn curious viewers into loyal fans. But can this global push create lasting revenue beyond game day?

The NFL is continuing to take regular-season games overseas to bring the sport closer to international fans. So far, 62 regular-season games have been played outside the United States, with cities such as London, Berlin, Munich, Frankfurt, Madrid, Dublin, São Paulo, Mexico City, Melbourne, Rio de Janeiro, and Paris hosting games.

With the 2026 NFL season already underway, the league is set to play a record nine international games this year across four continents, seven countries, and eight stadiums.

London will host three games, with two at Tottenham Hotspur Stadium and one at Wembley Stadium. Madrid will welcome a game at the Bernabéu Stadium, while Munich will host one at FC Bayern Munich Stadium. Mexico City will also stage a game at Estadio Banorte.

But why this sudden urge to go international? The answer is simple: to take the NFL global and create better business opportunities.

NFL Managing Director and Head of International Gerrit Meier believes the league’s next 50 million fans will come from international markets. The league sees these countries as a major opportunity to reach new fans and grow its business.

Australia is one example, with an estimated 8.8 million people identifying themselves as NFL fans. By hosting games in different countries and building local connections, the NFL hopes to turn more casual viewers into regular supporters.

Now, let’s get into the entire business plan behind it.

The Business Behind International Games

International NFL games help the league make money through ticket sales, merchandise, and partnerships with local businesses. They also attract global sponsors because brands get a chance to reach fans in different countries.

For example, Accenture became an official sponsor of the NFL’s international games in September 2025, covering Brazil, Ireland, the UK, Germany, and Spain. In 2026, American Express became the NFL’s first new payments sponsor in 30 years.

These games also help the NFL build long-term business relationships in other countries. Plus, the host city also benefited from it.

Economic impact: The NFL game between the Cowboys and Ravens in Rio de Janeiro brought 72,792 fans to Maracanã. The game was also a big boost for the local economy, generating an estimated R$462.7 million ($89.8 million) in economic activity. This included R$231.8 million in direct impact.

The remaining R$125.4 million came from indirect impact, as businesses and suppliers received more orders, while R$105.5 million came from induced impact. These figures show how an NFL game can benefit a host city beyond the stadium.

But can one game bring that loyalty overseas?

Can One Game Create a Loyal Fanbase?

One international game can bring in new fans, but the real challenge is keeping them interested throughout the season.

But there are signs that this interest is growing. A 2026 Samba TV report found that international viewers made up 15.3% of the total viewing time for games played overseas, compared with 8% for games played in the US. This suggests that overseas games are helping the NFL catch the attention of fans beyond the stadium.

The league is also taking steps to keep that excitement alive. In 2025, it held free NFL Experience events in seven markets, including Manchester, Berlin, Madrid, Mexico City, Rio de Janeiro, Toronto and Brisbane.

Fans could watch games, take part in football challenges and enjoy other activities. The NFL said more than 183 million fans outside the US followed the league at the time. These events help the NFL stay on fans’ radar long after the final whistle.

Plus, the NFL is also making its presence felt globally.

The Franchise Opportunity

The NFL’s Global Markets Program (GMP) helps teams grow their fanbase and business in countries outside the US. It was launched in 2022. This program helps teams to connect to local fans through events, sponsorships and merchandise.

Under this, teams can apply for the right to promote their brand in different countries.

Once approved by the NFL, they can hold fan events. As of March 2026, all 32 NFL teams were part of the program, covering 22 international markets.

For example, the Kansas City Chiefs can promote their brand in Austria, Germany, Ireland, Mexico, Spain, Switzerland, and the UK.

But it all comes with a cost.

The Cost of Going Global

The NFL’s push to take the game global comes with a reminder of how difficult international expansion can be. NFL Europa remains a cautionary example, with the league reportedly accumulating around $400 million in losses before folding in 2007 after 16 years.

Research by Chang Wan Woo and J. K. Kim, published in the Journal of Communication Studies, highlights the financial cost of that experiment.

International NFL games bring new business opportunities, but they also create extra challenges for teams and players. Just take the Los Angeles Rams example who traveled 7,937 miles from Los Angeles to Melbourne to face the San Francisco 49ers.

But it creates problems for the players. Long international flights can leave players tired and disturb their sleep. They also need time to adjust their training routines.

During their 2024 trip to Brazil, the Philadelphia Eagles planned their flight to make sure players got enough water, food, and sleep.

Playing games in other countries also costs more. The NFL has to arrange flights, hotels, food, local travel, security, equipment transport, and places for teams to practice. All these add extra expenses to a normal road game.

Even so, teams miss out on other earnings they would normally make from tickets, parking, food and merchandise at their own stadium.

Commanders owner Josh Harris admitted that playing overseas was not the best deal financially.

“It’s not good,” laughed Commanders owner Josh Harris when asked at the London pub in 2026. “It’s bad in a lot of ways. But I’m not so much focused on economics, honestly. I’m focused on being part of the NFL community and growing the game internationally.”

However, international games can also bring in money. The NFL earns through ticket sales and fees paid by host cities. It also gets a chance to attract international sponsors, reach new audiences, and grow its fanbase. This gives the league a chance to earn more money in the long run, even if organizing these games requires extra spending.

The NFL could play regular-season games in more countries every year. If fan interest continues to grow, countries such as Australia, Brazil, Germany, Spain, and Mexico could host games more regularly. The league may also add new countries to its international schedule and reach fans in more parts of the world.

However, playing one game in a country every year may not be enough to build a strong fanbase. The NFL would need to stay connected with local fans throughout the year.