The NFL is going global

By James Surallie

After arguably the most exciting rounds of playoff football in NFL history, the 56^th edition of the Super Bowl take places this Sunday. For NFL enthusiasts in the UK like myself, this will mean a familiar late-night stint to watch the game live, but it is set to be a true spectacle. This year sees the high scoring Cincinnati Bengals, led by the dynamic quarterback and wide receiver duo Joe Burrow and Jamar Chase, facing off against a star-studded Los Angeles Ram team, who include players such as Odell Beckenham Junior and three-time Defensive Player of the Year Aaron Donald. Not only are fans awaiting a thrilling game, they are also expecting a half time show for the ages, with hip-hop legends Dr.Dre, Snoop Dogg, Eminem, Mary J Blige, and Kendrick Lamar all headlining. 

With such high anticipation for this year’s game in Inglewood, California, it is estimated that 117 million US viewers will watch the final game of the 2021 NFL season, surpassing the 2015 Superbowl, and this record viewership could also be seen here in the UK, as last year was the most watched SuperBowl in the UK for over 30 years. The growing popularity of the game outside of the States is certainty no fluke, as this is all part of NFL Commissioner Roger Goodell’s vision to expand the league globally. Recently, the NFL awarded 18 teams marketing rights across eight different countries, including China and Brazil, to build their global brands and drive NFL fan growth. Alongside the push for teams to grow their international fanbase, yesterday, the NFL confirmed that Munich has been selected to host the first-ever regular season game in Germany during the 2022 season, with Frankfurt hosting future games in Germany. With this announcement, Germany will be the third country outside of the United States to host NFL games, following the UK and Mexico, who have both witnessed continuous sell-out crowds as part of the NFL International Series. If the rumours are true, then international fans may be able to witness more than regular season games, as Tottenham Hotspur are considering a historic bid to host the 2026 Superbowl.  

Not only is the NFL trying to increase its global fanbase, but they are also attempting to increase the number of international players in the NFL. In 2021, there were 86 active foreign-born NFL players on rosters (117 including practice squad players and players that did not take a regular season snap). In 2022, the NFL looks likely to increase that number through the help of the NFL International Player Pathway (IPP) – a program which provides the opportunity for elite international athletes to compete at the NFL level, improve their skills, and ultimately earn a spot on an NFL roster. This year, they have selected players from Nigeria, Mexico, Brazil, France, Great Britain, Latvia, the Netherlands, and Austria in hope that one of them could turn out to be the next NFL star to make it through their program, like former Australian rugby player Jordan Mailata, who is now regarded as one of the best offensive linemen in the league.  

Speaking to NFL IPP scout, James Cook, it seems the IPP maybe key the NFL needs to unlock its global vision, “The NFL IPP helps to create local role models in communities around the world. At every level, representation matters. When kids from outside the US can see people that look and sounds like them playing this game and thriving, they’ll believe that it’s possible for them as well”.  With the setup of the NFL Academy in London, this goal of more kids outside the US playing in the NFL may well be achieved. Despite only being active for three years, the academy has already broken-down barriers for American Football players born outside of the states, as, combined, their athletes have received 40 Division One scholarship offers from colleges in the United States – something which was truly unheard of before the academy arrived.  

Although it may take a few more years before we see a continuous influx of international players in NFL locker rooms, it seems as though it won’t be too long before we consider the NFL as a truly global league rather than just an American one.