Behind the NFL’s Choice to Send “Average” Games to Europe: A Strategic Play for Global Expansion
In recent years, the National Football League (NFL) has made a strategic shift in its approach to the international market. While the league has historically reserved its biggest and most high-profile games for American fans, it is increasingly sending “average” games to Europe, particularly to London, in a bid to expand its global footprint. This decision, which has raised eyebrows among fans and pundits, is part of the NFL’s larger strategy to nurture a global fanbase and make American football a worldwide spectacle.
The NFL’s decision to export less high-profile games to Europe instead of marquee matchups is not accidental. This move is part of a broader plan that balances the league’s desire for international growth with the realities of managing a global brand. This article explores why the NFL is sending what many consider “average” games across the Atlantic and what this means for the future of the league.
A Growing Global Audience for the NFL
The NFL’s interest in expanding its brand internationally is nothing new. The league has long been eyeing international markets, with the first official game played outside the United States taking place in 2005 in Mexico City. But it was the launch of the International Series in London in 2007 that marked the beginning of the NFL’s more aggressive efforts to globalize the sport.
Since then, the league has made London its main international hub, regularly sending teams to play in the UK. In addition to the UK, the NFL has also staged games in Mexico and, more recently, Germany. These games typically feature two teams from the NFL’s regular season, and while the matchups have occasionally featured high-profile teams—such as the New England Patriots or Dallas Cowboys—many of the games in the London series have featured teams with less global star power.
This focus on international expansion is driven by the NFL’s recognition that the American market alone cannot sustain the long-term growth of the league. The U.S. has a saturated market for American football, and while the league continues to generate massive television ratings and fan engagement at home, the potential for growth in international markets is substantial. According to the NFL, the league already has millions of fans in Europe, especially in the UK, Germany, and Mexico, but there’s an untapped opportunity in the rest of the world, particularly in emerging markets.
Why Send “Average” Games Abroad?
At first glance, it might seem odd for the NFL to choose to send games that are considered “average” by some to Europe. These are typically matchups between teams that aren’t in playoff contention or those with lower national profiles. This contrasts with the NFL’s practice of saving its highest-profile games, such as the Super Bowl, Thanksgiving matchups, or prime-time games, for American audiences. The logic behind this approach, however, is rooted in the NFL’s long-term vision for international growth.
1. Protecting the NFL’s Brand in the U.S.
One of the primary reasons the NFL has opted to send “average” games abroad is to protect the integrity and excitement of its American fanbase. The NFL is careful not to alienate its domestic audience by sending high-profile games overseas. While European fans may be excited to watch any NFL game, American fans have high expectations, and the league must balance domestic interests with international ambitions.
By sending less prestigious matchups abroad, the NFL avoids the risk of losing major viewership at home for games that are crucial to the playoff picture. The prime-time slots and marquee games are better suited for the U.S. audience, where television ratings remain king. Meanwhile, Europe can enjoy the sport without negatively impacting the spectacle of its most popular games.
2. Gradual Market Development
Another reason the NFL chooses to send less notable games abroad is that the league is still in the process of developing the European market. In the early stages of expansion, the NFL needs to build interest and understanding of the game before it can confidently send its biggest stars across the pond. Football in Europe, while growing in popularity, remains niche in comparison to sports like soccer or basketball. By sending “average” games with teams that might not have the highest-profile players, the NFL can develop an audience that appreciates the sport without overwhelming them with high expectations.
For instance, a matchup between two mid-tier teams can still provide plenty of excitement for international fans, who are often more interested in the spectacle and unique culture of the event rather than the playoff implications of the game. It also allows the NFL to test new stadiums, markets, and promotional strategies with a more forgiving audience.
3. Rotating Teams and Giving Fans Equal Opportunities
The NFL’s international games feature a variety of teams, with each team required to participate in the series every few seasons. By sending mid-tier teams rather than top contenders, the NFL ensures that fans in different regions get an opportunity to watch their favorite teams live in the stadium, even if those teams aren’t Super Bowl contenders. For many fans in Europe, the opportunity to see an NFL game live is a rare one. Sending teams that may not be playoff-bound but still boast talent and entertainment value provides an opportunity to rotate teams into international markets without unduly diminishing the quality of the experience for fans.
4. Financial Incentives and Broadcasting Opportunities
The financial rewards of global expansion are also a major factor in the NFL’s decision to send “average” games abroad. International games generate significant revenue through ticket sales, merchandise, and local broadcasting rights. Even though these games may not feature marquee matchups, they still contribute to the NFL’s growing international revenue streams. Furthermore, international broadcasting contracts, which cover both the games and the NFL’s overall brand, are crucial to growing the league’s presence on global TV networks.
Sending mid-tier teams abroad also helps keep the costs of staging these games more manageable. High-profile matchups often require more logistical resources and greater attention to detail, making them more expensive to organize in international markets. By sending less-prominent games, the league can strike a balance between maximizing revenue and keeping expenses in check.
The Role of Digital and Streaming Platforms
The NFL’s focus on Europe aligns with the league’s increasing investment in digital and streaming platforms. With the global rise of platforms like DAZN and NFL Game Pass, which allow fans to stream games on-demand across borders, the NFL has embraced the idea of making content accessible worldwide. These streaming services have given the NFL the ability to broadcast “average” games to audiences who may not have had access to them otherwise.
Moreover, streaming platforms allow the league to engage with fans in real-time across time zones. This helps create a 24/7 NFL experience, turning American football into a year-round, global product. Fans in Europe can tune in to see games from teams they might not otherwise follow, further helping to spread interest in the sport across the continent.
Looking Ahead: A Global NFL?
The NFL’s decision to send “average” games to Europe is part of its broader plan to expand its reach and grow its fan base worldwide. While some may question the choice to send less-than-glamorous matchups overseas, it’s clear that the league is playing the long game. By building a global fanbase through international games, streaming platforms, and grassroots initiatives, the NFL is positioning itself to be a dominant force in international sports.
As the NFL continues to expand its reach into Europe and beyond, the question remains whether it will ever send its most significant matchups abroad. For now, the focus remains on nurturing the global audience, knowing that sustained international growth requires patience, consistency, and strategic decisions.
In the years to come, fans across the world will likely see more games—whether average or exceptional—helping the NFL establish itself as a truly global brand.