NFL: global markets programme expanded to 22 countries with the addition of Italy in 2026

The National Football League’s global markets programme (GMP) has been expanded to a 22^nd market with the addition of Italy, the NFL announced on 30/03/2026.

The expansion of the programme, which involves all 32 NFL franchises, also allows three of them to secure rights in new markets. The Cleveland Browns and New Orleans Saints now have marketing rights in Italy, while the Las Vegas Raiders have expanded their rights to include Canada, the United Arab Emirates and the United Kingdom.

Launched in 2022, the GMP provides NFL clubs with international marketing rights in countries outside of the US "to build brand awareness and fandom globally through fan engagement, events, commercial opportunities and NFL Flag development," an American football derivative that is included as an additional sport at the Los Angeles 2028 Olympic Games. NFL franchise can apply for rights to international markets by submitting proposals to the International Committee for review each spring.

The programme supports the league’s ambition to expand its visibility and brand awareness in new markets. As part of…