Two of Europe’s top football leagues are stepping beyond their borders for the first time. La Liga’s controversial plan to stage a regular-season match in Miami this December and Serie A’s bold move to host a fixture in Perth, Australia, mark uncharted territory for traditional European football.
While UEFA and many fans remain skeptical about taking domestic games abroad, other major sports have already made the leap — and flourished. The NBA, MLB, and especially the NFL have turned international fixtures into commercial and cultural triumphs.
How the NFL Went Global — and Stayed There
Since 2005, when the NFL first played in Mexico, the league has staged more than 50 regular-season games overseas — from London to Frankfurt and Dublin. Its global fan base now exceeds 410 million, and the business results are staggering: league-wide shared income has soared from $8 billion in 2010 to $23 billion in 2024, dwarfing even the NBA and MLB.
The turning point came in the early 2000s when the NFL developed a long-term global growth plan. It focused not just on exporting games, but on creating premium experiences in iconic venues like Wembley and Tottenham Hotspur Stadium — ensuring teams and fans felt at home even thousands of miles away.
The Jaguars: Pioneers of the International Revolution
No team embodies this global shift more than the Jacksonville Jaguars. Since 2013, they’ve played annually in London, managing their own overseas game and keeping all revenues. According to team president Mark Lamping, the move strengthened both the franchise and the city of Jacksonville, driving new business links between Florida and the UK.
“It’s been more successful than we anticipated,” Lamping admits. “But it only worked because it also benefited Jacksonville.”
Fans and Players Fuel the Global Energy
From Jetman to Captain Duval, international fandom has become part of NFL folklore. Around 90% of attendees at London games are locals — but in Dublin this year, nearly a third flew in from the US.
Players love it, too. Marquise Goodwin, who scored the first touchdown in the NFL’s German debut, called it “amazing energy.” Jaguars quarterback Trevor Lawrence says the London games are “a cool atmosphere to play in,” even if travel fatigue remains a factor for some athletes.
Beyond the Games: Building Lasting Relationships
The NFL’s success abroad isn’t just about spectacle — it’s about sustained presence. Long before a game arrives, the league invests in local communities through flag football programs, grassroots youth initiatives, and charity events.
Teams like the San Francisco 49ers are building connections in the UAE, while the Jaguars’ “JagTag” programme in the UK and Ireland has reached over 100,000 young players. It’s all part of a three-pillar strategy: sport, community, and continuity.
As 2025 sees a record seven international games across five countries, the NFL’s playbook offers clear lessons for football: going global isn’t about a single event — it’s about building trust, community, and brand loyalty over time.
The Takeaway for La Liga and Serie A
If La Liga and Serie A want to make their overseas ventures sustainable, they’ll need to think beyond ticket sales and TV rights. The NFL didn’t win over fans in a day — it built ecosystems that connected with them emotionally and culturally.
The message is simple: playing abroad isn’t a gamble — it’s a long game.
And in that arena, the NFL already looks like the world champion.
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