The National Football League (NFL) has increasingly positioned itself in Europe as a global sports brand rather than simply an American competition. Once you get the 1x Bet download, you will also be able to bet on this entertaining competition too.
Its strategy combines 4 elements:
- regular-season games;
- media distribution;
- commercial partnerships;
- and grassroots development.
The aim of all this initiative is to turn occasional European viewers into long-term fans. And if you also are a NFL fan, you can also bet on it after you download the 1xBet application.
One of the league’s most visible strategies has been bringing regular-season games to European stadiums. London has been the center of this effort since 2007, and Germany followed with games in Munich in 2022. Spain and Ireland joined the regular-season calendar in 2023 and 2025 respectively. In 2026, the NFL scheduled games in London, Paris, Madrid and Munich. The league is staging 3 games in the United Kingdom and 1 each in France, Spain and Germany.
Trying to establish a permanent presence
The NFL has also tried to create a permanent presence rather than relying exclusively on individual events. Its Global Markets Program, launched in 2022, gives franchises marketing rights in selected international territories. In Europe, these rights cover markets including the United Kingdom, Germany, Spain, Ireland, France, Austria and Switzerland. Teams can use them for fan events, commercial partnerships, merchandise and the development of NFL Flag, the non-contact version of the sport. By 2026, all 32 NFL teams were participating in the program across 22 international markets.
Grassroots participation is another important part of the strategy. Germany illustrates this approach particularly clearly: the NFL says its Flag program, launched there in 2020, has reached more than 40,000 young athletes through schools and youth leagues. The league is also promoting flag football ahead of its inclusion in the 2028 Los Angeles Olympic Games.
Media access is equally important. In the United Kingdom and Ireland, the NFL has agreements with broadcasters including Sky Sports and free-to-air partners. At the same time, NFL Game Pass on DAZN provides international access to every game, subject to local restrictions. The league has also increased local-language coverage, including French and German commentary.
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