Over the last few years, the NFL has been working toward expanding its reach and attracting fans from all over the world. This has resulted in multiple matches being held outside the US. This expansion has already presented several different opportunities, especially in the sports betting industry. So let's take a look at the impacts an NFL expansion could have on international betting markets.

There is a space for the NFL in the international sports industry. This was clear when it was reported that 72 countries purchased NFL tickets in the 2023/24 season. With the NFL continuing to host games in cities like London, Madrid and São Paulo, this expansion presents exciting new opportunities for sportsbooks to tap into these emerging markets. There is huge potential for international sports betting to grow alongside the NFL's global presence. Especially as sports betting is such a big part of many sports fans' experience.

NFL global expansion efforts

The NFL has had several different strategies to expand into a global market in recent years. One of their main strategies has been hosting official NFL games outside the United States. These games take place all over the world and this year the NFL is set to host 7 games in 5 cities: London, Madrid, Dublin, Berlin and Sao Paulo. This is an increase from the 5 international matches played in the 2024 season. These international matches are helping to bring the NFL to international fans as well as introducing the league to a wider audience. This outreach has also helped to introduce new betting markets to local sportsbooks. Many fans are placing wagers on these matches, especially as many platforms capitalizing on this opportunity and are running exciting offers like the DraftKings sportsbook promo.

The NFL Global Markets Program is another strategy that's helping the sport to expand internationally. This is an initiative that was launched back in 2022. The program grants NFL clubs international marketing rights to NFL teams to grow their brand and fanbases outside of the United States. A team can utilize these rights in many different ways from marketing campaigns to commercials and fan engagement events. This is another way the NFL is helping to raise awareness for the sport in regions where it's not as well known. This has grown into a huge initiative that involves 25 teams and spans across 19 international markets. It's not only helping to boost the NFL's global profile but also providing local sportsbooks with the opportunity to capitalize on this new fan base.

Loosening sponsorship regulations and their Impact

A huge part of the Global Markets Program was the revision of sponsorship rules. These strict regulations limited which companies could sponsor teams, especially when it came to sports betting operators. Now sports betting is legal in the US. The Global Markets Program has helped to loosen restrictions, giving teams the chance to partner with sports betting operators and other businesses. This has opened up new opportunities for local operators to work with NFL teams. Sites now offer more localized options and promotions to bettors who wish to wager on the NFL.

The impact on international sports betting markets

As the NFL continues to grow, it's set to have a significant impact on the international sports betting market. Here's a closer look at some of the anticipated effects:

Market growth

The NFL will introduce a whole new betting market to many sportsbooks. And for fans in regions like Europe and South America, where American Football isn't as popular, many operators will be introducing a whole new sport to their market, providing fans will direct access to NFL games. As more sportsbooks begin offering lines for NFL games, the betting market will grow even more, providing new options and competitive odds.

Legalization of sports betting

The NFL could even help to legalize sports betting in areas that have strict regulations in place. If the NFL becomes popular in these new regions, governments are more likely to legalize sports betting as they recognize the financial benefits that come with the industry. Legalized sports betting would not only boost the revenue for governments but also offer opportunities for betting operators to expand into new regions and markets.

This is also likely to encourage more responsible gambling practices, helping to make the industry more enjoyable and safe for bettors. Especially as the NFL has a strong stance on responsible gambling.

Increased fan engagement

The expansion of the NFL will also present new fan bases to sports betting. For many fans, sports betting is about more than just placing wagers. It's an experience. Many operators build an online community for fans to interact, place wagers and keep up to date with the latest news and insights. Operators will often have special promotions and offers for these fans too. The NFL creates a whole new fan base for many betting operators. Sportsbooks will have the opportunity to create a space for these fans on their platform and capitalize even further.

Revenue opportunities for NFL and betting operators

The NFL's global expansion is expected to generate new revenue for many betting operators. However, sportsbooks will see more than just an increase in wagers. They will also benefit from licensing and sponsorship opportunities. Especially with the Global Markets Program allowing betting operators to work with individual teams. This revenue can be particularly beneficial for more local and smaller operators, providing them with the means to grow and expand even more. It may also lead to other opportunities, especially if other popular leagues like the NBA for example choose to expand globally too.

The NFL's global expansion is an extremely exciting development for fans and the sports betting industry as a whole. As more games are held outside the U.S., new fanbases will emerge. This will create new opportunities for sportsbooks around the world to venture into new betting markets as well as exciting partnerships. The next few years will be crucial for the NFL's international development. Betting operators will play an important role in making the sport accessible to fans in their region.