The National Football League is proceeding with its most ambitious international schedule to date, with nine regular-season games planned outside the United States this year. The initiative begins with a matchup between the San Francisco 49ers and Los Angeles Rams in Melbourne, representing the first NFL game ever held in Australia. Additional inaugural contests are scheduled for Rio de Janeiro and Paris, while the league continues its presence in London, Madrid, Munich, and Mexico City.
League ownership has already greenlit 10 international games for next year, reaching the maximum permitted under the current collective bargaining agreement with players. NFL Commissioner Roger Goodell has indicated aspirations to expand further, with previous statements suggesting the league could eventually host up to 16 international games annually and potentially relocate a franchise permanently outside United States borders. The push reflects a significant gap in viewership between domestic and international audiences—last year’s game in Sao Paulo drew 18.5 million American viewers compared to 1.2 million internationally.
The league has implemented the Global Markets Program, established in 2022, which assigns international marketing rights to individual franchises. These rights determine which team serves as the de facto home team when games are played in their designated markets. The Rams hold marketing rights in Australia, while the 49ers control Mexico and several other regions. Franchise owners apply annually for additional market assignments, with selections often reflecting geographic accessibility or personal ownership interests.
However, significant obstacles remain to international growth. Time zone complications require scheduling adjustments that often result in early morning or nighttime kickoffs for international audiences, correlating with reduced television ratings compared to standard American prime-time slots. The Melbourne game is scheduled for 10:35 a.m. local time on a Friday. Additionally, the physical demands on players—including extended travel times and jet lag—present ongoing challenges, as the Rams will not arrive in Australia until 24 hours before game time.
Since the start of regular operations, 62 NFL regular-season games have been played internationally. The league’s long-term success in cultivating global fandom remains uncertain despite these expansion efforts.
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