HomeAmerican FootballNFL Overseas Marketing Rights Target Global Growth

NFL Overseas Marketing Rights Target Global Growth

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NFL Overseas Marketing Rights Target Global Growth

The NFL has awarded overseas marketing rights to 18 of its franchises, across eight countries in an effort to develop global fanbases through marketing, commercial and engagement activations.

The rights were awarded as part of the NFL’s International Home Marketing Areas programme and will see the teams able to host events, open retail outlets, develop youth programmes and sell regional sponsorship deals and limited media rights across each country for five years starting from 1 January 2022.

In total, 26 marketing rights packages were provided across the 18 franchises.

Only one franchise, the Los Angeles Rams, received exclusive rights to the Australian market, while Mexico generated the most rights with nine teams awarded rights to the country.

The Rams, along with the Dallas Cowboys, Las Vegas Raiders, Kansas City Chiefs, San Francisco 49ers, Houston Texans, Denver Broncos, Arizona Cardinals, and Pittsburgh Steelers, all received marketing rights in Mexico.

Six NFL teams were awarded marketing rights in the UK, four teams in Germany, two teams in Spain, two teams in Canada, while the Rams also received exclusive rights to the Chinese market and the Miami Dolphins received exclusive marketing rights in Brazil.

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NFL executive vice president and chief strategy and growth officer, Christopher Halpin, said the programme is an opportunity for franchises to grow their global brands while simultaneously driving global NFL fan growth.

“NFL fandom begins with our clubs,” Halpin said.

“This important initiative enables NFL teams to develop meaningful, direct relationships with NFL fans abroad, driving fan growth and avidity globally.

“We were very pleased with the number, creativity and level of commitment of club proposals across the board in this initial application period and look forward to teams launching their efforts early next year,” he said.

The NFL also announced a joint commitment for all 32 clubs to play at least one international game in the next eight seasons, with the league to attempt to ensure franchises play their required international games within their overseas market.

NFL International Committee chairman and Tampa Bay Buccaneers owner and co-chairman, Joel Glazer, said: “Today’s announcement is a significant milestone in our efforts to broaden the NFL’s global reach by building long-term relationships with these international markets that will play a large role in the continued growth and expansion of our sport for years to come.”

“Much of our league success is rooted in the strong connection that our individual teams have built with their fans, and this initiative creates many more avenues for engaging and energizing our international fanbase,” Glazer said.

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