The NFL is intensifying its efforts to expand its presence in Europe, aiming to transform its standing from a minority sports interest to a mainstream competitor. According to league commissioner Roger Goodell, this transition will be approached cautiously to avoid jeopardizing decades of groundwork.
Goodell, who has led the NFL for over 20 years, has a reputation for being ambitious. Under his leadership, the NFL has achieved significant domestic success but is now looking to tap into new markets. Europe, viewed as the “final frontier,” has been a focus for expansion efforts over the last 40 years, though progress has been methodical. This careful approach stems partly from the unsuccessful NFL Europe initiative, which failed to establish American football as a viable local sport.
Since the conclusion of NFL Europe in 2007, Goodell has developed a strategy centered on exporting the league’s unique brand of football. The NFL began with one regular-season game in Europe and has expanded to six anticipated games in both 2025 and 2026. With an eye on the future, Goodell has expressed a desire to increase the number of regular-season games played outside the United States to 16, contingent upon approval from team owners and players.
The Jacksonville Jaguars, owned by Shahid Khan, have played a significant role in these expansion efforts since their annual games at Wembley Stadium began in 2013. However, Goodell is aware that any potential European team must cultivate local support to succeed, noting that grassroots efforts are crucial for building a fan base.
During a recent appearance on the Tuned In podcast, Goodell highlighted the NFL’s flag football programs in the UK, stating that 100,000 children have participated. He also referenced the league’s European academies, which send players to Division 1 colleges in the U.S. The first graduate from these academies, Seydou Traore, was drafted by the Miami Dolphins in 2026.
Ticket prices for NFL games in Europe have surged as the league gathers data on fan spending habits. This year’s adult tickets at Tottenham Hotspur Stadium ranged from £79 to £281, noticeably higher than the £35 to £150 range in 2016. Similarly, prices for the upcoming game in Munich between the New England Patriots and the Detroit Lions reflect substantial increases, with tickets ranging from €84 to €414.
While selling tickets has been successful, Goodell faces the challenge of convincing European fans to support a new local franchise for multiple home games per season. The NFL has carefully managed game availability in Europe, and it remains uncertain whether fans would transition from supporting their favorite U.S. teams to a local franchise.
The dynamics of fan commitment, attendance pricing, and competition from local football leagues present significant hurdles. In addition, U.S. media interests complicate the picture; expanding the overseas schedule could lead to a new market for broadcasters, but teams may resist losing ticket sales from home games played abroad.
Despite the challenges, NFL owners showed support for Goodell’s expansion goals by approving up to 10 international games per season beginning in 2027. Nonetheless, establishing an overseas franchise before the collective bargaining agreement with players expires in March 2031 appears unlikely, as various logistical considerations remain unresolved.
As the NFL continues its international expansion efforts, Goodell’s leadership will be crucial. While the finish line may be in sight, the league remains committed to a careful and strategic approach to ensure that its overseas ventures are successful and sustainable.
