Will the NFL Thrill Fans with Its France Debut and More Games in Spain?

The New Orleans Saints have become the only NFL team with dedicated marketing rights in France, coinciding with the league's expansion into Europe, which includes a regular-season game to be held in Paris. This move underlines the NFL’s commitment to growing its international presence, particularly in European markets, where interest in American football is rapidly increasing.

Last updated: 14 October 2023 (BST)

What’s happening now

The NFL is set to make a significant entry into France, with a regular-season game planned for Paris, though the exact date is yet to be announced. This marks France's debut in hosting NFL games, making it the fourth European nation to welcome the league, joining the UK, Germany, and Spain. The New Orleans Saints will participate in this landmark game, leveraging their unique marketing rights in France to engage with fans and expand their brand.

Key takeaways

The New Orleans Saints are the only NFL team with marketing rights in France.
Paris will host its first NFL regular-season game, enhancing the league's presence in Europe.
The multi-year partnership with Real Madrid signifies the NFL's growing international strategy.

Timeline: how we got here

Since the NFL's inception, international interest has grown, leading to various games being held outside the United States. Here’s a brief timeline of significant milestones leading to the current situation:

2007: The NFL hosted its first game in London.
2022: The NFL extended its international series to include Germany.
November 2023: Miami Dolphins played the first NFL game in Spain.
October 2023: NFL confirms a regular-season game in Paris for 2026.

What’s new vs what’s known

New today/this week

The announcement of the Saints' participation in the upcoming Paris game is the most recent development. This will allow the team to tap into an emerging fan base in France, reflecting the NFL's strategic expansion plans.

What was already established

Prior to this, the NFL had already established a presence in other European countries, with games being played in the UK and Germany. The Miami Dolphins' victory over the Washington Commanders in Spain marks a pivotal moment in the league’s international outreach.

Impact for the UK

Consumers and households

For UK fans, the expansion into France may lead to increased accessibility to NFL games, as more international fixtures could potentially be broadcast across European channels, catering to the growing interest in American football.

Businesses and jobs

The NFL's expansion is likely to create business opportunities within the sports sector, including increased tourism and local job creation in host cities. In particular, there may be opportunities for hospitality and entertainment businesses in Paris and beyond.

Policy and regulation

The NFL's activities in Europe are subject to various local regulations, and the league will need to navigate these to ensure successful events. The partnership with Real Madrid also indicates a strategic collaboration that could influence future sports policies and marketing strategies within the region.

Numbers that matter

4: The number of European nations hosting regular-season NFL games (UK, Germany, Spain, France).
1: The only NFL team with marketing rights in France - the New Orleans Saints.
2026: The year Paris will host its first regular-season game.

Definitions and jargon buster

NFL: National Football League, the professional American football league in the United States.
Marketing rights: The exclusive rights granted to a team to promote and sell merchandise in a specific region.
Regular-season game: A game that counts towards the league standings, as opposed to pre-season or exhibition games.

How to think about the next steps

Near term (0–4 weeks)

In the coming weeks, fans can expect further announcements regarding ticket sales and the exact date of the Paris game, as well as promotional events leading up to it.

Medium term (1–6 months)

Over the next few months, preparations for the game will ramp up, with potential partnerships and engagements with local businesses and communities in France.

Signals to watch

Updates from the NFL regarding the Paris game date and ticket sales.
Responses from local fans and businesses as the event approaches.

Practical guidance

Do

Stay informed about ticket sales for the Paris game through official NFL channels.
Engage with local fan communities to share excitement and plans for attending the game.

Don’t

Don't overlook the potential for travel and accommodation planning ahead of the game.
Don’t miss out on community events that may be organised around the game.

Checklist

Check the NFL website for updates on the Paris game.
Join local NFL fan groups for news and discussions.
Plan travel routes and accommodation in advance.
Follow related NFL social media accounts for the latest information.
Consider purchasing NFL merchandise in advance for the game.

Risks, caveats, and uncertainties

While the NFL's expansion into France is promising, there are risks involved, including potential logistical challenges and the response from local audiences. The uncertainty surrounding the exact date of the game also leaves room for speculation, and fan interest may fluctuate based on how well the event is marketed and executed.

Bottom line

The NFL's entry into France marks an exciting development for both the league and fans in Europe. As the New Orleans Saints prepare to engage with a new audience, the game in Paris could significantly enhance the NFL's brand recognition and fan base across the continent, paving the way for further international expansion.

FAQs

When is the NFL game in Paris?

The exact date for the NFL game in Paris is yet to be confirmed, but it is scheduled for 2026.

Which team is playing in Paris?

The New Orleans Saints have been confirmed as one of the teams participating in the upcoming NFL game in Paris.

What are the marketing rights for the Saints in France?

The New Orleans Saints hold exclusive marketing rights in France, allowing them to promote their brand and merchandise in the country.