Goodell outlines NFL’s international plans ahead of Australia game
National Football League Commissioner Roger Goodell spoke in Melbourne, Australia, about the NFL’s long-term international strategy. In an interview with CNBC Top News ahead of the league’s first-ever regular-season game in Australia, he said decisions on media, labor relations, international plans and stadiums require planning five, 10 and 15 years ahead.
The San Francisco 49ers and Los Angeles Rams are set to play in Melbourne in the first week of the season. In early September, 67-year-old Goodell signed a four-year contract extension that will keep him as NFL commissioner until March 2031. The current season is his 20th in the position.
Games outside the United States
The NFL plans to hold nine regular-season games outside the United States in 2026 and 10 in 2027. Goodell previously said the league would like to increase the number of international games to 16, but this would require player support. The current collective bargaining agreement limits the number of international games to 10 and expires in March 2031.
Goodell acknowledged that overseas travel can disrupt players’ usual routines during the 17-game regular season. At the same time, he said modern athletes are accustomed to international travel and see it as an opportunity to develop their own brands.
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Marketing and possible clubs in Europe
According to the commissioner, the NFL’s international strategy should not be limited to holding one game in a particular city. The league is developing its Global Markets Program: each team has marketing rights in at least one international market. The program is being adjusted to expand audiences in countries where fans have no natural connection to specific teams.
Goodell also allows for the possibility that a permanent NFL franchise could emerge outside the United States in the future. He named several teams in Europe that could form a division and play each other as one possible scenario. He did not provide a specific timeline for creating an international team.
The league’s international growth is also tied to the expansion of its media presence. Netflix has global broadcasting rights for the 49ers-Rams game in Melbourne.
