American football expansion around the world has passed a key milestone with all 32 National Football League teams now holding marketing rights for other countries including Australia.
The National Football League (NFL) on Tuesday (Wednesday AEST) announced an expansion of its Global Markets Program (GMP) in 2025 with the Buffalo Bills, Cincinnati Bengals and Tennessee Titans set to join this year.
The NFL said all 32 clubs would now officially participate in the program across 21 international markets, as the league continued to prioritise global growth and connecting with more fans across markets around the world.
Launched in 2022, the GMP awards NFL clubs international marketing rights to build brand awareness and ‘fandom’ beyond the U.S. through fan engagement, events, commercial opportunities and NFL Flag development.
NFL Executive Vice President Club Business, Major Events & International Peter O'Reilly said league-wide club participation in the program underlined the strategic priority of the NFL and its teams to invest in global growth.
“We continue to see strong momentum worldwide and look forward to bringing fans internationally closer to our game, together,” O’Reilly said in a media release.
The three clubs and their five-year rights territories are:
- Buffalo Bills: Canada.
- Cincinnati Bengals: Canada.
- Tennessee Titans: Ireland.
The NFL in February announced its first regular season game in Australia with the Los Angeles Rams playing in Melbourne in 2026, joining London, Munich, Frankfurt, São Paulo, Mexico City and Toronto as non-US cities to have hosted NFL games to date.
The Rams, Las Vegas Raiders, Philadelphia Eagles, and Seattle Seahawks hold marketing rights to Australia.
No date or opposition team has been announced for the game at the 100,000-seat Melbourne Cricket Ground (MCG) in 2026 with more details expected by May 2026.
The NFL provided more details of the 2025 NFL Global Markets Program by the club here.
