NFL's Global Ambition: From Super Bowl in London to Supersonic Expansion
The NFL has teased the idea of European-based franchises or playing a Super Bowl in London, signaling a bold push beyond American borders. With sixteen international games scheduled and discussions about a permanent overseas presence, the league's global ambition raises questions about whether this drive represents strategic growth or sheer greed.
From Domestic Dominance to International Intrigue
Having lapped its rivals in the United States, the NFL is now pursuing supersonic expansion of its calendar and geography. In 2014, Mark Cuban, then owner of the NBA's Dallas Mavericks, warned that the NFL was getting "hoggy," suggesting it was overreaching. At the time, the league faced crises like concussions, player protests, and declining youth participation, while the NBA seemed ascendant with its global appeal and tech-savvy approach.
Twelve years later, the tables have turned. The NBA grapples with identity issues, while the NFL has tightened its grip commercially, politically, and culturally. Live sports remain a cornerstone of the attention economy, and the NFL dominates this space. It owns key days like Sundays, Mondays, and Thursdays, and has expanded into holidays like Christmas and Thanksgiving. In the US, 83 of the 100 most-viewed telecasts last year were NFL games, outdrawing even major events like the World Series.
International Expansion: A Cornerstone of Growth
Commissioner Roger Goodell has made international expansion a priority, stating, "We are serious about being a global sport." What began as a novelty with games in London nearly two decades ago has evolved into a foundational part of the schedule. Last year, the International Series included games in Brazil, Spain, and Ireland, alongside established matches in the UK and Germany, with viewership rising by 32%.
This year, the NFL is upping the ante with nine international games, stretching from Melbourne to Paris. Highlights include the 49ers playing the Rams at the Melbourne Cricket Ground to open the season, the Cowboys heading to Rio de Janeiro, and games in Madrid, Munich, and Paris. London will host three games, featuring teams like the Commanders and Jaguars. This marks the most expansive international slate the league has attempted.
Challenges and Future Plans
Goodell has long pushed for an 18-game regular season with an extra bye week, which would create more windows for international games. He envisions every team playing at least one game overseas annually, a plan reminiscent of the Premier League's failed 39th game proposal. However, the NFL faces less cultural resistance, as exporting games is now embedded in its culture.
Player welfare remains a concern, with complaints about travel and lopsided schedules. For example, the Chiefs' 2025 schedule includes a game in Brazil, followed by a Monday night game and holiday matches, raising issues about competitive balance. The NFL Players' Association must agree to increase international games beyond the current cap of 10, but with union turmoil, this may be delayed until after 2031.
Supersonic Travel and Overseas Franchises
Despite challenges, the NFL continues to explore a Super Bowl in London and a European-based franchise or division. Goodell has teased these possibilities, noting that international expansion is "very possible someday." A stand-alone franchise faces hurdles like tax law and player relocation, but technology could provide a solution.
The league is monitoring Boom Supersonic, an aerospace startup aiming to launch commercial supersonic flights by 2030. Cutting transatlantic flight times in half could eliminate travel obstacles, making overseas franchises more feasible. This aligns with the NFL's strategy of a traveling roadshow, offering global spectacle without burdening a single market.
Irony and Impact
In an era of America First politics, the NFL is aggressively going global, wrapping itself in the flag while taking games like Niners-Rams to an Australian cricket ground. The league expands its calendar and geography simultaneously, selling the idea that football is an unparalleled experience. As Mark Cuban exits the NBA, the NFL he once criticized is thriving, with games in Melbourne and Paris and plans for supersonic growth. The hogs, it seems, are doing just fine.
