The NFL's International Series, which began in 2007, has been central to the league's efforts to establish a foothold in Europe and potentially beyond. Initially, games were played solely in London, but the series has since expanded to other European locations such as Frankfurt, Germany.
I’ve been to a few games in London over the years and it’s been a great event experience. The games I went to were at London’s Wembley Stadium, the 90,000-seat home of English football (soccer).
Attendance at NFL London Games has consistently been high, with Wembley Stadium typically attracting over 80,000 spectators and Tottenham Hotspur Stadium also seeing strong attendance figures. This trend indicates a growing appetite for American football among European audiences.
In addition to game attendance, fan engagement through other channels has also increased. The NFL has made concerted efforts to engage with European fans through social media, fan events, and partnerships with local broadcasters. This broader engagement helps build a more robust European fan base.
From an economic perspective:
The league has created new marketing and sponsorship opportunities for the brand and its partners. By expanding into Europe, the NFL has gained access to a broader range of potential sponsors and advertisers, which can increase revenue streams.
The sale of jerseys, hats, and other merchandise represents a significant additional revenue stream for the league and its teams. This boost in sales has contributed to the NFL's brand recognition globally.
Broadcast rights in Europe have become more valuable as viewership increases. Games are broadcast on local networks across Europe, allowing fans to watch the action live or on demand. As viewership numbers grow, so does the potential for lucrative broadcast deals. IMG has a three-year deal to manage the NFL's media rights in over 30 markets in Europe and Asia from 2024.
The NFL's growth overseas shows no signs of slowing down. With plans to continue expanding the International Series to new locations, the league is positioning itself for sustained success.
In 2024, Super Bowl LVIII saw a significant increase in global viewership, with a total audience of 62.5 million, representing a 10% increase over 2023 (DAZN).
Two of the key markets are Germany and the United Kingdom
Germany: The total audience reached 3.8 million, with an average of 1.9 million viewers, indicating a 13% increase from 2023.
United Kingdom: The total audience reached 3.7 million, with an average of 1.2 million viewers, showing an 18% increase from the previous year.
NFL Game Pass International viewership for Super Bowl LVII week increased 61% year-on-year, indicating that digital platforms are also contributing to the NFL's growth in Europe.
What are the growth challenges?
Despite the positive trends, the NFL's expansion into Europe is not without challenges. Cultural differences, time zone disparities, and logistical issues could pose obstacles to further growth, however, I believe that over time these won’t be issues.
One of the cultural issues I hear from people is the stop-start nature of American Football, something Europeans are less familiar with. Using the UK as an example - Soccer is the largest sport followed by Rugby, both sports play through each half with little to no interruptions, so the more stop-start nature of NFL games takes some getting used to.
The in-stadium experience offers entertainment in these moments and I think Europeans do buy into the fun of it all when they’re at events, it’s the home-viewing scenario that I see as more challenging.
Time zones are also an issue. People based in Western Europe can catch some east coast games that kick off at 1 PM but outside of that, it’s a struggle. A West Coast game at 1 PM is a 9 PM Kick-off for London, staying up until 1 AM on a work night is not a consideration for most people. Anybody in Central or Eastern Europe is getting to see even less.
I’ve always thought that a game on a Saturday would help get a lot more viewers but the problem is clashing with College football. If they could work something out I think this would be an opportunity for serious viewership growth, especially with games that come after the college season ends.
The Future Outlook
Putting those challenges aside, the long-term project is promising, with the potential for new marketing and a stronger global brand. For example:
The NFL's Global Markets Program grants teams international marketing rights in specific countries to build their brands and engage fans. In 2024, the program expanded with four new markets and two additional teams joining. This program helps the NFL strengthen its presence in Europe and beyond, allowing teams to establish deeper connections with international fans (NFL.com).
There are plans to include a game in Madrid, Spain in 2025, at the renovated Bernabéu Stadium (home of Real Madrid), demonstrating the league's expansion enthusiasm in Europe, in addition, new markets including Asia and Australia are being looked at with the long-term growth of the sport in mind (NFL.com).
The growth journey into Europe and beyond represents a bold and strategic move that aligns with the league's ambition to become a truly global brand. While the road ahead has some challenges—the enthusiastic reception by European audiences speaks to the universal appeal of the sport.
As the NFL continues to bridge continents and cultures, it opens new opportunities for fans worldwide to engage with the excitement of American football. The trajectory points towards a future where the NFL is not just an American institution but a global phenomenon, with Europe serving as a key partner in this expansive journey.
Thanks for reading, David Skilling.
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