The UK: Where It All Began

The NFL’s international journey began in 2007, when Wembley Stadium hosted the first regular-season game outside North America, marking the start of the NFL International Series. The UK quickly became the league’s most successful overseas market.

  • The Jacksonville Jaguars committed to annual games in London from 2013.
  • Tottenham Hotspur Stadium joined Wembley as a host venue in 2019, enhancing the International Series experience.
  • British fans now enjoy multiple games each season, with sell-out crowds and growing grassroots interest.
The Global Markets Program

In 2022, the NFL formalised its international ambitions with the launch of the Global Markets Program (GMP). This initiative allows clubs to market themselves in specific countries, build fanbases, and host events, which is essential for supporting the NFL International Series.

Initial Markets (2022):
  • UK, Germany, Mexico, Canada, Brazil, China
Expansion (2023–2024):
  • Ireland, Nigeria, South Korea, Japan, Argentina, Colombia, Australia, New Zealand
Full Participation (2025):
  • All 32 NFL teams now hold rights in 21 international markets.
Who Owns What? Key Teams and Their Territories

Here’s a snapshot of some notable teams and the international markets they’ve secured:

United Kingdom
  • Jacksonville Jaguars – Primary UK team since 2013
  • Green Bay Packers – Also hold rights in Ireland and Germany
  • Minnesota Vikings, Chicago Bears, New York Jets – Also active in the UK
Germany
  • New England Patriots
  • Indianapolis Colts
  • Kansas City Chiefs
  • Green Bay Packers
Ireland
  • Jacksonville Jaguars
  • Pittsburgh Steelers
  • Tennessee Titans
Other Markets
  • Washington Commanders – United Arab Emirates
  • Los Angeles Rams – Australia, New Zealand, Japan, South Korea
  • Miami Dolphins – Argentina, Brazil, Colombia
  • Cleveland Browns – Nigeria
  • Los Angeles Chargers – Greece
From Marketing to Matches: How NFL Teams Are Growing the Game Globally

The NFL International Series is no longer just about showcasing American football abroad — it’s about embedding the sport into local cultures alongside fan enthusiasm.

What the Global Markets Program Enables

Under the GMP, NFL clubs are granted exclusive marketing rights in specific countries for a five-year term. These rights allow teams to operate in international markets much like they do at home, including:

  • Hosting fan festivals and watch parties tied to the NFL International Series
  • Running youth development programmes like NFL Flag
  • Partnering with local schools and sports clubs
  • Launching region-specific social media and merchandise
  • Building commercial sponsorships with local brands

This isn’t just about visibility — it’s about building sustainable fanbases.

The Jacksonville Jaguars: A UK Case Study

No team exemplifies this better than the Jacksonville Jaguars in the UK. Since 2013, they’ve played annually in London, but their commitment goes far deeper, symbolising the success of the NFL International Series in the UK.

  • JagTag: A non-contact flag football programme introduced in UK schools, helping thousands of children learn the game.
  • Community Engagement: The Jaguars have partnered with British schools, youth clubs, and charities to promote sport and wellbeing.
  • Brand Presence: From merchandise to media, the Jaguars have become a recognisable name in UK sporting culture.

Their efforts have made them the de facto “home team” for British NFL fans.

Why It Matters

The NFL International Series is more than a business move. It’s a cultural exchange, a chance for fans worldwide to experience American football live, and a signal that the league sees itself as a global brand.

With youth programmes, fan events, and local partnerships, the NFL is laying the groundwork for long-term success far beyond the United States.

Let us help plan your trip

If you would like to attend one of the International Series games, then please let us know and we can help plan the perfect trip.