NFL: international strategy according to Hans Schroeder, Executive VP Media of Media Distribution

"We had a little over 800,000 viewers in Spain for our game in Madrid last year (at the Santiago Bernabéu Stadium on 16 November 2025). We had a similar number in Germany (at Berlin's Olympiastadion on 09 November 2025). If you compare that to the other major sports in those markets, we’re not at the very top of the list, but we’re very well positioned and very competitive for a sport that is still growing and developing. What’s important in each market is to see how we compare to the other sports in that same market," Hans Schroeder, executive vice-president of media distribution at the National Football League, said during a media briefing on 20 August 2026

He detailed the strategy pursued by the North American league, which will stage a record nine NFL regular-season games abroad in…