The San Francisco 49ers and the Los Angeles Rams are set to make history as they travel to Australia for an NFL game, marking the longest distance two teams have ever traveled for a matchup. This initiative aligns with the league’s ongoing efforts to expand American football on a global scale.
In 2026, the NFL plans to host a record nine international regular-season games, beginning with the first-ever match in Melbourne, followed by games in Rio de Janeiro and Paris. The league will also continue its tradition in London, Madrid, Munich, and Mexico City. Looking ahead, NFL owners have approved a maximum of 10 international games for the 2027 season, in accordance with the current collective bargaining agreement with players.
While NFL games dominate television viewership in the U.S., interest remains less pronounced internationally. A recent game streamed from Sao Paulo garnered 18.5 million viewers in the U.S. but only 1.2 million abroad, demonstrating the disparity. NFL Commissioner Roger Goodell has expressed ambitions to increase international games to as many as 16 and believes a team might eventually be based outside the U.S.
The NFL’s strategy involves a Global Markets Program, initiated in 2022, granting teams specific international marketing rights to foster brand loyalty. Each team is linked to at least one international market, with the Rams holding rights in Australia. Teams can request these rights based on geographical advantages or ownership interests, assisting in the league’s international outreach.
Despite the NFL’s determination, challenges remain, including time zone differences affecting viewership, and the logistical and personal impacts on players traveling long distances.
Why this story matters: The NFL’s efforts signify a major push toward globalizing American football, potentially reshaping fan engagement.
Key takeaway: The league’s strategy includes leveraging marketed rights to build international fandom while aiming to overcome viewership disparities.
Opposing viewpoint: Growing the NFL globally is complicated by time zone challenges and player fatigue from international travel, raising questions about the effectiveness of this expansion.
