Sean McVay’s Australia Gripe Highlights NFL’s Business-Football Divide

The NFL’s internal conflict around its growing international ambitions has surfaced again as Rams head coach Sean McVay said he hopes the team never plays again in Australia. 

Speaking to reporters in advance of a major upcoming game on Monday Night Football against the Giants, McVay highlighted the logistical burden surrounding the extensive travel to Australia. The Rams sought to stay on their normal routine as much as possible, but the strategy backfired as the team was blown out in Melbourne by the 49ers.

“It’s almost like you try to do the Men In Black thing where you say, ‘Hey, I don’t remember what happened. That was so long ago,’” McVay said. “We’re not playing in Australia ever again, I hope. Not because it wasn’t a great atmosphere. That’ll get taken out of context.”

McVay’s comment spotlights the divide that exists within many teams between their football and business operations. The Rams have had territorial rights to Australia—along with China and Mexico—as part of the NFL’s Global Markets Program since 2021, as the league continues to emphasize how critical non-U.S. business activity is to its future. 

To that end, the NFL has a multiyear contract with Australian authorities, and will be back in the country for at least a second game with an option for a third. The participating teams for any future contests in the country have not been set. Existing team rights in the Global Markets Program can be an influencing factor, and the Eagles, Raiders, and Seahawks also have rights to Australia. That alone, however, does not determine which teams play abroad. 

Similarly, the 49ers do not have territorial rights to Australia, but quickly won over the local fans after its players spent a full week in the country in advance of the game with the Rams.  

Any international games introduce temporary changes in daily and weekly routines for players, something that coaches typically seek to avoid. 

Looking at Europe

NFL commissioner Roger Goodell, meanwhile, continues to play up the long-term likelihood of permanent teams existing in Europe. 

Goodell has alluded to the possibility several times before, but he gave that fresh emphasis during Amazon Prime Video’s coverage of the Bills-Lions game on Thursday Night Football from the newly opened Highmark Stadium. 

“I think if we continue to grow and continue to get the kind of [fan] reaction [we have], I do think a franchise will be international at some point in time,” Goodell said. “I think Europe is most likely, for a lot of reasons. One, the length of time we’ve been playing there. But also scheduling is going to be a lot easier. Australia might create a few complications. But I also believe we could have more than one team. … The support is there.”

Ongoing improvements in jet travel have made flights to the United Kingdom and Western Europe similar to cross-country trips in the U.S.