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PALM BEACH, Fla. — Having achieved a sizable presence in Europe, South America, and the Pacific Rim, the National Football League now has another major target in its international sights: the Middle East.
As part of the league’s ongoing annual meeting here, several additions to the existing Global Markets Program were finalized. Most notable among that was the addition of the United Arab Emirates as a designated market territory for the 49ers, Commanders, and Rams.
Greece was also added as a new market for the Chargers, bringing the overall program to 21 countries involving 29 of 32 teams as the NFL’s Global Markets Program enters its fourth year. It was the UAE, however, that led the latest wave, and it’s anything but a passing interest for the league, or the participating teams.
Not only is the NFL interested in developing fandom in the UAE and expanding its presence in that part of the world, but league officials already are thinking about potentially playing games in the country’s capital, Abu Dhabi.
“We don’t know the timing, and it’s really an ‘if’ in terms of whether we’ll play a game there. But I will say that’s a market where there’s strong interest in our game, strong interest in growing our game on a year-round basis,” said NFL EVP of club business Peter O’Reilly. “I think that’s why you see three clubs raising their hands with interest there. It’s a market we’ll continue to explore. We’ve done some exploratory trips there to understand the viability of the potential for a regular-season game in the market. We have more work to do there.”
Looking Ahead
Such activity would build on an international play schedule that will reach a record seven games in 2025, including first-time trips in the regular season to Ireland and Spain.
Plans are already in place for a first-time regular-season trip to Australia in 2026. Beyond that, a broader desire exists to potentially more than double its slate of international games.
“You’ve seen the growth that’s happening. We’re up to seven games this year,” said Chiefs owner Clark Hunt. “The league has a short-term goal of getting to eight, and maybe down the road as many as 16.”
Several other major sports properties, including the NBA, have also had a keen interest in the Middle East—not surprising given the wealth and accelerating development in the region. Some sporting events there, however, have not drawn well or met initial expectations. The NFL’s Global Markets Program has a somewhat different strategy, essentially seeding a market first with a variety of fan and community events and business deals over multiple years before arriving with games.
As for the return to São Paulo in September that will again take advantage of a scheduling loophole to play on a Friday, there have been no decisions made on who will carry the game for U.S. viewers. NBCUniversal’s Peacock streamed the first NFL game there last year.
