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Football: NFL eyes expansion in Japan as international games reach record high
🇸🇬 Singapore /Sports

Football: NFL eyes expansion in Japan as international games reach record high

From CNA · () English

Translated from English and summarized by DistantNews. Read the original for the full story.

At a glance

News From a news agency New plan
  • The NFL is planning to expand into new international markets, with Japan being a key area of interest.
  • The 2026 regular season will feature a record nine international games across seven countries, an increase from the previous year.
  • The league aims to significantly increase its international game presence, potentially reaching 16 games annually by 2030, to become a top three sport in operating countries.

The National Football League (NFL) is strategically looking to broaden its reach into new international markets, with Japan identified as a significant area of interest for expansion. Brett Gosper, the league's head of Europe and Asia-Pacific, highlighted Japan's strong following and participation in sports, noting its affinity for American sports like baseball.

Japan is a market of interest at the moment. There is a good following, good participation in that market as well... and a lot of sporting fans and an affinity with American sports like baseball and so on.

— Brett GosperSpeaking to Reuters about the NFL's international expansion plans.

This push for international growth is underscored by a record number of international games scheduled for the 2026 regular season, which kicks off on September 10. A total of nine games will be played across seven countries, an increase from the seven games held the previous year. Australia will host the season opener on September 11 in Melbourne, featuring the San Francisco 49ers against the Los Angeles Rams.

Gosper indicated that the NFL's long-term objective is to potentially host up to 16 international games annually outside the U.S. by 2030. He also addressed potential challenges in some Asian markets, such as time zone differences that can make U.S. game schedules difficult to follow. Despite these hurdles, the league sees substantial growth potential.

Sometimes some of the markets are more challenging to grow because they're not on the U.S. game schedule or match window time schedule and therefore more challenging hours in Asia.

— Brett GosperDiscussing potential difficulties in expanding into certain Asian markets.

The league believes that increasing international games benefits fans both domestically and globally. Gosper explained that these games often replace preseason matchups, ensuring U.S. fans still have a high volume of games in their local markets. The visibility of international talent, like Australian player Jordan Mailata, has also been instrumental in boosting fan interest in specific regions. The NFL's ultimate goal is to be recognized as a top three favorite sport in the countries where it operates within the next decade.

Our objective... in 10 years would be to see ourselves rated very highly as a top three favourite sport in the countries that we operate in.

— Brett GosperOutlining the NFL's long-term ambition for global sports rankings.
About this summary

Originally published by CNA in English. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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