PALM BEACH, Florida – The NFL could one day play a regular-season game in Dubai or Abu Dhabi, but the idea is in an exploratory phase as the league continues to expand its marketing efforts internationally.
The NFL announced Monday that United Arab Emirates and Greece will be two new international markets where teams can market themselves in an expansion to its Global Markets Program.
The Los Angeles Rams, San Francisco 49ers and Washington Commanders will be allowed to market their clubs in the UAE, while the Los Angeles Chargers will market in Greece as part of the program.
The NFL will play regular-season games in England, Spain, Germany, Ireland and Brazil in 2025, and a game in Australia in 2026 – continuing to expand the footprint of the American sport in other parts of the world.
And the league certainly has interest in playing in the Middle East – at some point.
“Definitely interest, high. Absolutely, interest (is) high,” Peter O’Reilly, NFL executive vice president of Club Business, International and League Events, said of the UAE during NFL owners’ meetings on Monday.
“We don’t know the timing, and it’s really an if in terms of whether we’ll play a game there. What I will say is that’s a market where there’s strong interest in our game on a year-round basis. I think that’s why you see three clubs raising their hand with interest there, it’s a market we’ll continue to explore,” O’Reilly said.
“We’ve done some exploratory trips there to understand the viability of a potential regular season game in the market, but we’ve got more work to do there in terms of what that looks like over this next stretch.”
O’Reilly said UAE is “obviously an important market” and there are “learnings” they will glean on from other sports leagues hosting high-profile events in the country, like the NBA and Formula One.
The NFL’s announcement to play in Australia during the Super Bowl created interest from other parts of the world, O’Reilly said.
The NFL believes games played in other countries is the best driver for international interest, but placing teams in countries to market themselves also promotes fandom and cultural relevance for American football.
The Baltimore Ravens will be able to market in the United Kingdom, while the Green Bay Packers can market themselves in Germany, Ireland and the United Kingdom.
Overall, 29 of the 32 NFL teams participate in the program across 21 international markets – up from 25 clubs in 19 markets last year.
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 a five-year term and can pursue marketing activities consistent with what they can do in their home markets.
“We all know the importance of having a favorite team, and creating that connection to a favorite team,” O’Reilly said. “That’s the heart of the global markets program.”
2025 NFL Global Markets Program by teams
Arizona Cardinals: Canada, Mexico
Atlanta Falcons: Germany
Baltimore Ravens: United Kingdom
Carolina Panthers: Germany
Chicago Bears: Spain, United Kingdom
Cleveland Browns: Nigeria
Dallas Cowboys: Mexico
Denver Broncos: Mexico
Detroit Lions: Austria, Brazil, Canada, Germany, Switzerland
Green Bay Packers: Germany, Ireland, United Kingdom
Houston Texans: Mexico
Indianapolis Colts: Austria, Germany, Switzerland
Jacksonville Jaguars: Ireland, United Kingdom
Kansas City Chiefs: Austria, Germany, Ireland, Mexico, Spain, Switzerland, United Kingdom.
Las Vegas Raiders: Australia, Mexico, New Zealand
Los Angeles Chargers: Greece
Los Angeles Rams: Australia, China, Japan, South Korea, Mexico, New Zealand, United Arab Emirates
Miami Dolphins: Argentina, Brazil, Colombia, Mexico, Spain, United Kingdom
Minnesota Vikings: Canada, United Kingdom
New England Patriots: Austria, Brazil, Germany, Switzerland
New Orleans Saints: France
New York Giants: Germany
New York Jets: Ireland, United Kingdom
Philadelphia Eagles: Australia, Brazil, Ghana, New Zealand
Pittsburgh Steelers: Germany, Island of Ireland, Mexico
San Francisco 49ers: Mexico, United Kingdom, United Arab Emirates
Seattle Seahawks: Australia, Austria, Canada, Germany, New Zealand, Switzerland
Tampa Bay Buccaneers: Austria, Germany, Switzerland
Washington Commanders: United Arab Emirates