The National Football League has revealed the expansion of its Global Markets Programme for the second year. New markets and clubs are expected to join in 2023 after receiving clearance from the International Committee during the Minneapolis Spring Meeting of that year.
From 19 teams across 10 countries last year, 21 clubs across 14 international markets will now take part in the programme in 2023.
The International Home Marketing Areas programme was the original name of the Global Markets programme, which began operations in January 2022. As part of a significant, long-term strategic initiative to help clubs develop their brands internationally while promoting NFL fan growth outside of the US, the programme gives NFL teams access to overseas markets for marketing, fan engagement, and monetization activations.
Peter O’Reilly, NFL executive vice president, club business, major events, and international, said, “We are thrilled to see the shared ambition of our teams in growing the NFL around the world. This expansion demonstrates not only the momentum of the Global Markets Programme as we head into year two, but the value the participating clubs are already seeing from this important initiative.” “We know that global fandom is accelerated through direct engagement with our clubs and players, and we are excited to see the continued impact of this programme to reach and engage more fans and grow our sport at every level globally.”
Every spring, NFL clubs submit applications for the International Committee to consider in order to petition for rights to specific international markets. By the programme, clubs are granted rights for a minimum of five years. A club may engage in activities in that foreign market during this time that are substantially equivalent to what they are permitted to do in their domestic market.
