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NFL’s Global Ambitions: Why Ireland May Be the Next Big Market

The NFL’s strategy to expand its global footprint has been evident for years, with London, Mexico City, and, more recently, Germany hosting regular-season games. Yet, Ireland, with its deep-rooted connections to the sport through fan enthusiasm and cultural ties, could soon join this international lineup.

Though Ireland has only hosted one NFL game—a 1997 preseason match—the country is now on the league’s radar for a full-fledged, regular-season game. With 350,000 NFL fans in the Republic of Ireland and Northern Ireland, it’s no surprise that the NFL is moving forward with plans to establish a more permanent presence on the island. NFL fans there consume football through streaming services, fantasy leagues, and social media, fueling an increasing demand for live events.

The Pittsburgh Steelers, with deep connections to Ireland through the Rooney family, have taken the lead in laying the groundwork. Dan Rooney III, the team’s director of business development, has spearheaded multiple efforts to engage Irish fans. Over the past two years, the Steelers have hosted watch parties and flag football clinics across Ireland and Northern Ireland, building strong local relationships with business leaders, sponsors, and media outlets. This long-term investment strategy appears to be positioning the Steelers as the frontrunner to bring a regular-season game to Dublin’s Croke Park, a stadium with a capacity of 82,300.

For the NFL, the appeal of expanding into Ireland extends beyond fan engagement. It offers lucrative business opportunities for teams willing to invest time and resources. The Steelers, for example, have cultivated media partnerships that broadcast their preseason games in Ireland and Mexico. They have also generated revenue through localized content and fan events, such as clinics featuring former players like Willie Parker. Beyond the Steelers, other teams like the Jacksonville Jaguars and New York Jets are following suit, increasing their marketing efforts in the region, hosting football clinics, and connecting with Irish fans.

However, bringing an NFL game to Ireland is not without challenges. From logistical concerns such as expanding locker rooms for the “massive” NFL athletes to coordinating with local authorities for security and broadcast needs, planning such an event requires significant investment and collaboration. Failte Ireland, the national tourism authority, is currently assessing whether the economic benefits of hosting an NFL game outweigh the costs.

Still, the NFL’s international strategy remains focused on sustainable growth. As Henry Hodgson, who oversees NFL operations in the UK and Ireland, has pointed out, the goal is not to be a “traveling circus,” but rather to put down roots and establish a long-term presence in new markets. With a solid fanbase, cultural connections, and growing interest in the sport, Ireland is well-positioned to become the next chapter in the NFL’s global expansion story.