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Friday, July 12, 2024

NFL Inks 10-Year International Media Deal With DAZN

  • Game Pass gives international fans access to regular-season and postseason games, including the Super Bowl.
  • DAZN’s coverage will be available globally, with the notable exception of China.
Kansas City Chiefs players celebrate in front of television camera
Cary Edmondson-USA TODAY Sports

The NFL is fortifying its global market expansion with a decade-long international media rights partnership with DAZN.

Starting next season, DAZN will carry the NFL’s international broadcast channel, NFL Game Pass International. Financial terms were not disclosed.

  • Game Pass gives international fans access to regular-season and postseason games, including the Super Bowl.
  • DAZN’s coverage will be available globally, with the notable exception of China.
  • The partnership will expand an existing deal for NFL Game Pass broadcasting already available in Germany, Italy, Japan, and Canada. 

The deal is part of the NFL’s long-term strategy to garner more international fans.

“Growing the NFL globally is a key strategic priority for the League and our 32 clubs,” commissioner Roger Goodell said. 

Between 2023-25, Goodell wants to place four more regular-season games in Germany as well as games played in Spain and France. 

The league has already made significant inroads in Mexico and U.K. markets, and Goodell has previously said he believes two NFL franchises could be successful in London.

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Growing Audience

Building an international NFL fan base isn’t just a pipe dream. Goodell’s strategy follows a significant increase in European viewership.

The Seahawks-Buccaneers regular-season game in Munich on Nov. 13 drew 5.8 million viewers this season — a record for an overseas NFL Network game. The milestone came just a month after the Giants-Packers game in London set a record of 5.5 million viewers.

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