The National Football League (NFL) has been on a mission to broaden its international horizons via its ambitious Global Markets Program (GMP).
The Las Vegas Raiders, Los Angeles Rams, Philadelphia Eagles and Seattle Seahawks have been granted marketing rights in New Zealand as part of the scheme.
This move directly ties into the NFL's long-term vision, which is to take American Football and package it into an international product.
The NFL uses the GMP to build fandom and bolster its coffers. New Zealand benefits as their involvement helps them diversify their sporting culture.
A League Thinking Globally
The NFL launched the Global Markets Program in 2022, with the rights allowing teams to build their brands abroad the same way they would in the United States.
These rights include commercial partnerships, fan engagement events and youth football development through the NFL Flag program.
The NFL announced it would expand the GMP earlier this year, adding the Buffalo Bills, Cincinnati Bengals and Tennessee Titans into the mix.
The program now covers all 32 clubs across 21 markets including New Zealand, as the NFL continues to expand its international imprint.
The Rams and Eagles were already active in the Oceania region. However, the addition of two teams gives the NFL variety and reach in a market of over eight million sports fans.
New Zealand is a Lucrative Market for the NFL
While New Zealand may not immediately seem like the perfect ground for the NFL, the country’s passion for physical sports makes it the ideal choice.
There are numerous similarities between American Football and rugby. They both involve big collisions, complex strategies and specialist roles.
New Zealanders now have more access to NFL content than ever before, thanks to streaming platforms and social media.
According to international search trends, New Zealand ranked among the top 10 countries outside the US in Google searches related to the NFL, alongside Canada, Mexico and Germany.
This interest in the NFL is not a one-off. Grassroots American Football has been piquing interest in New Zealand, especially in small communities in Auckland, Wellington and Christchurch.
The NFL Flag initiative will help teams connect with young New Zealanders while giving them a pathway into American football. You can bet on more rugby starlets transitioning.
Many NFL fans in New Zealand are also wagering on NFL fixtures. They use reputable betting sites in New Zealand in a bid to profit from their knowledge of the game.
Wagering is a key part of fan engagement in major sports and the Kiwis have undoubtedly embraced that ethos where the NFL is concerned.
The NFL is Playing the Long Game
While securing marketing rights does not guarantee anything, it does increase the chances of future NFL matches being played in New Zealand.
The Rams have already been slated to play the NFL's first-ever regular-season game in Australia at the iconic Melbourne Cricket Ground (MCG) in 2026.
They may face another team embedded in the region, such as the Seahawks or Raiders, setting the stage for more commercially driven international fixtures.
NFL Executive Vice President Peter O'Reilly believes the project is about patience and sustained presence. The idea is to create engagement year-round for NFL fans in the region, not just isolated spectacles.
New Zealand is not on the list of hosts, but it is likely to be added soon. A Seahawks versus Raiders clash at Eden Park in Auckland would sell thousands of tickets and generate huge betting interest.
Benefits on Both Sides of the Equation
The benefits of international expansion for the NFL are straightforward. It allows the league to grow its global fanbase and revenue streams.
Sponsors can reach US audiences through product placements, while merchandise sales and broadcast deals help strengthen the bottom line.
As for New Zealand, the benefits are cultural and economic. Hosting an NFL game or fan festival will bring fans and media interest to the country, bolstering tourism and the local economy.
This exposure will also lend credence to New Zealand's bid to establish itself as a recognised sports powerhouse where rugby, cricket, netball and soccer already thrive.
Programs such as NFL Flag will provide young athletes with a new outlet to showcase their prowess.
Flag football has been included as a sport for the 2028 Los Angeles Olympic Games, giving Kiwi youngsters a chance to strut their stuff.
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