The National Football League has further expanded its Global Markets Programme, with four new clubs and five new markets set to participate in 2024, following approval from the International Committee at the league’s annual meeting in Orlando.

First launched in 2022, the Global Markets Programme awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events and commercial opportunities. In total, 25 clubs will now participate across 19 international markets, as the NFL continues to prioritise global growth.

“The momentum of the Global Markets Programme underscores the strong commitment of NFL clubs to growing the game and their passionate fan bases around the world,” said Peter O’Reilly, EVP of club business, major events & international at the NFL. “Clubs are seeing the value and opportunity in new markets and aligning with the league to accelerate that growth together. We can’t wait to see the ongoing impact of the programme on fandom and global growth in this season and in years ahead, both in new and existing markets and via new clubs joining and active clubs deepening their strategic commitments.”

The four franchises joining the programme are the Cleveland Browns (who have been granted marketing rights in Nigeria), the Detroit Lions (Austria, Canada, Germany and Switzerland), Indianapolis Colts (Austria and Germany) and New York Giants (Germany). For the first time, meanwhile, clubs will also be expanding into new markets, with the Miami Dolphins adding Argentina, Mexico and Colombia to rights already existing in Brazil, Spain and the UK; and the Los Angeles Rams adding Japan and South Korea to Australia, China, Mexico and New Zealand, in addition to the Browns putting Nigeria on the NFL map.

The Rams and Dolphins are amongst six clubs expanding their GMP rights to include additional countries, along with the New England Patriots (adding Brazil to Austria, Germany and Switzerland); the New York Jets (adding Ireland to the UK); the Pittsburgh Steelers (adding Germany to Mexico and Ireland); and the Seattle Seahawks (adding Austria, Germany and Switzerland to Canada).

NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each spring. Clubs are awarded rights for at least a five-year term and, during this period, can pursue activities in the international market that are consistent with what they can do in their home market.