The NFL has expanded its Global Markets Programme into Italy for the first time, with the Cleveland Browns and New Orleans Saints being awarded marketing rights in the new territory as the league continues to broaden its international footprint ahead of the 2026 season.

Announced on Monday, the move takes the programme’s reach to 22 international markets, with all 32 franchises now participating in the initiative since its launch in 2022.

Italy’s inclusion is particularly notable given the country’s growing profile within European American football. While markets such as the UK and Germany have long been focal points for NFL international efforts, the addition of Italy signals a wider push into continental Europe beyond established hubs. For the Browns and Saints, the rights offer a direct route into a market with an existing domestic football structure and a history of producing players and fans with strong ties to the NFL game. Italian teams are slated to be added to both European continental leagues in the next two seasons, and former New York Giants favourite Justin Pugh was recently appointed commissioner of the country’s domestic league, further enhancing ties with the NFL.

“The expansion of the Global Markets Programme in its fifth year highlights the continued focus on global growth for the NFL and 32 teams,” said NFL managing director and head of international Gerrit Meier. “The league-wide commitment to the Global Markets Programme is helping to accelerate fandom of our league, clubs and players around the world, deepening our international footprint and bringing our game closer to fans globally.”

The Las Vegas Raiders, meanwhile, have also strengthened their international presence, extending their rights to include Canada, the United Arab Emirates and the United Kingdom. This latest expansion is equally significant, particularly in the UK, where the franchise already enjoys strong brand recognition through its historic imagery and long-standing popularity among international fans.

The latest round of approvals means three clubs have added between one and three new territories for 2026, reinforcing the league’s intent to accelerate global fandom through a club-led model rather than relying solely on international regular season games.