NFL sets Kansas City Chiefs up to be its global leader with latest round of international marketing rights assignments
The NFL's latest decision has the Kansas City Chiefs taking a further step toward becoming the "World's Team."Today, the league announced an expansion of the NFL’s Global Markets Program, awarding the Chiefs marketing and commercialization rights for the United Kingdom, Ireland, and Spain. The Chiefs have now been awarded international marketing rights in seven different countries, […]
The NFL's latest decision has the Kansas City Chiefs taking a further step toward becoming the "World's Team."
Today, the league announced an expansion of the NFL’s Global Markets Program, awarding the Chiefs marketing and commercialization rights for the United Kingdom, Ireland, and Spain. The Chiefs have now been awarded international marketing rights in seven different countries, among the most in the NFL.
“We are incredibly excited to bring Chiefs football to fans in the UK, Ireland and Spain,” Chiefs Chairman and CEO Clark Hunt said, via press release. “As the game grows globally, more and more fans from around the world are becoming a part of Chiefs Kingdom. Kansas City has certainly made a name for itself in the global sports landscape, and we are proud to showcase our town and our team on the international stage.”
In 2021, the Chiefs were awarded rights to Germany and Mexico as part of the NFL's initial expansion into markets outside the United States. The team played in the NFL's first game in Frankfurt, Germany, against the Miami Dolphins, in 2023. Kansas City also became one of the first franchises awarded international marketing rights for Austria and Switzerland when the league again expanded the Global Markets Program in 2023.
"The expansion of the Global Markets Program in 2025 reflects the NFL's continued focus to grow the game and connect with fans on a global scale," said NFL Executive Vice President, Club Business, Major Events & International Peter O'Reilly, via press release. "With more clubs entering the program and existing clubs adding to their global rights, and as the program expands to new markets, we are seeing strong momentum and impact in growing fandom worldwide together."
On April 1, 2025, the Chiefs can begin marketing initiatives and activations in the three new markets. That includes hosting events, market/language-specific digital properties, ad campaigns, local sponsorship deals, and more. The club anticipates on-site activations, fan events, and local NFL FLAG Football initiatives in each of the new markets.
There will also be a major emphasis on growing community engagement through various media and eventually playing more NFL regular-season games abroad in markets as part of the league's rotation of International Series games.
The team aims to bring back "Chiefs House" pop-ups to all international markets where it has marketing rights and where NFL games are being played during the 2025 NFL season.
That list includes:
- Two games in London at Tottenham Hotspur Stadium – featuring the New York Jets and the Cleveland Browns as the designated teams.
- One game in Berlin, Germany at the Olympic Stadium Berlin – featuring the Indianapolis Colts as the designated team.
- One game in Madrid, Spain at the Bernabéu Stadium, Home to Real Madrid C.F. – featuring the Miami Dolphins as the designated team.
- One game in Dublin, Ireland – featuring the Pittsburgh Steelers as the designated team.
- One game in London at Wembley Stadium – featuring the Jacksonville Jaguars as the designated team.
The team remains committed to expansion in prior international markets as well, citing the following examples:
- The club is launching "Viva Chiefs Kingdom" season two in Mexico.
- The Chiefs' International Fan of the Year nominee from Germany will make a Day 3 pick at the 2025 NFL Draft.
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