(AP Photo/Adam Hunger)
NFL Commissioner Roger Goodell believes the league has reached a turning point in its international ambitions. Once a difficult sell to franchises, playing overseas has now become something teams actively seek out. Speaking in Dublin ahead of Sunday’s historic first regular-season game in Ireland between the Minnesota Vikings and Pittsburgh Steelers, Goodell said expansion beyond U.S. borders is no longer a “what if” — it’s a reality.
From Reluctance to Demand
“In today’s world, we have to be global,” Goodell said. “Every time we play an international game, fans say they want more. I really, truly believe our game can and will be global. Our job is to share our game with the rest of the world.”
He added that the league no longer needs to persuade teams to participate. “When we first came up with the idea of [an international] regular-season game, I didn’t think there would be as much support. But now, every team wants to do it. We don’t have to talk them into it. They’re asking us.”
Because of that enthusiasm, Goodell reiterated his desire to see the NFL expand to 16 international games per year, so that each team plays one abroad.
Ireland’s Historic Debut
The Steelers and Vikings are set to make history Sunday at Dublin’s Croke Park. The matchup carries personal meaning for Pittsburgh, given the Rooney family’s Irish roots. The late Dan Rooney served as U.S. ambassador to Ireland, and team owner Art Rooney II admitted the Steelers “were pushing very hard” to make this game happen.
Goodell expects a strong mix of American fans traveling to Ireland. While international games usually feature 90% local crowds, he anticipates that about 30% of Sunday’s crowd will come from the U.S.
“I have no doubt this will be incredibly successful,” Goodell said. “And I have no doubt we’ll be back.”
Beyond Europe: Australia and Asia
The NFL’s international footprint continues to grow. After successfully staging games in England, Germany, Spain, Brazil, and now Ireland, the league is preparing for its first-ever contest in Australia in 2026. Goodell also hinted that Asia could be the next frontier.
“We are serious about being a global sport,” he said.
This season, the Vikings are pushing the boundaries further, playing back-to-back international games — first against the Steelers in Dublin, then against the Cleveland Browns in London on Oct. 5. “It starts to give you a sense of, can you do certain things that are going to be necessary from a scheduling standpoint and a training standpoint?” Goodell explained.
Could an International Team Be Next?
Goodell didn’t shy away from the possibility of eventually placing a full-time NFL team abroad. A London franchise has long been discussed, and while no commitments have been made, Goodell admitted the idea is “possible.”
“There are markets that could certainly support a team,” he told CNBC. “We’ve always focused on, what are the competitive consequences of that? Can we manage that? And so every year we try to learn something from the international series.”
The Media Future: YouTube and Younger Fans
Global growth isn’t only about stadiums — it’s about screens. The NFL’s partnership with YouTube has already paid dividends. A Week 1 game in Brazil, streamed on the platform, drew 16.2 million U.S. viewers and 1.1 million international viewers, showcasing the league’s potential to reach new audiences.
Goodell praised YouTube for delivering younger demographics and for innovations like multiview options. He also pushed back on the belief that kids no longer watch games in full: “I know everyone says kids don’t watch. That’s not true, in our experience. They may be watching with multiple screens, but they’re watching.”
Sports media executive Mark Shapiro believes the overseas push will only strengthen the NFL’s value. “International expansion is a winner,” he said. “It may not be profitable yet, but it will be.”
The Bottom Line
From Ireland to Australia to the possibility of a team in London, the NFL’s global march is accelerating. What once required convincing now feels inevitable, with both fans and franchises embracing the idea of football as a truly international game.
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