NFL Expands Abroad
There are big things happening with the NFL! As of December 15, 2021, 18 of 32 teams have been granted permissions to various International Home Marketing Areas (IHMA) initiatives in 8 different countries. Some of these countries include Brazil, Canada, China, and Germany. The IHMA initiative is the first big step towards NFL clubs building brands globally. This allows the NFL to commercialize clubs across several continents and is beneficial for abroad fan engagement. NFL teams will be able to work on their fan growth and develop stronger, international fandoms.
Starting January 1, 2022, teams will have access to IHMA markets for a 5-year term. They will have the freedom to market events and merchandising consistent with their domestic practices. These practices could include digital and in-person marketing, sponsorship activations, content creation, fan events and merchandise sales, co-marketing relationships with other sports and entertainment properties, and more. Below is the list of markets granted to clubs:
Australia: Los Angeles Rams
Brazil: Miami Dolphins
Canada: Minnesota Vikings, Seattle Seahawks
China: Los Angeles Rams
Germany: Carolina Panthers, Kansas City Chiefs, New England Patriots, Tampa Bay Buccaneers
Mexico: Arizona Cardinals, Dallas Cowboys, Denver Broncos, Houston Texans, Kansas City Chiefs, Las Vegas Raiders, Los Angeles Rams, Pittsburgh Steelers, San Francisco 49ers
Spain: Chicago Bears, Miami Dolphins
United Kingdom: Chicago Bears, Jacksonville Jaguars, Miami Dolphins, Minnesota Vikings, New York Jets, San Francisco 49ers
Some teams have already been working on media and community practices to implement their global expansion. Seattle Seahawks already have a close relationship with their neighbors in the North. The Seahawks are working on engagement with their existing Canadian fan base, also known as 12 North. Read more about what the Seahawks have in store for 12 North here. The New York Jets launched their own UK-focused page to work on their social media presence. You can find them on Twitter @NYJetsinUK Read more about the Jets’ marketing plans here.
Teams are announcing their awarded initiatives and are beginning to announce their plans for 2022. Keep an eye out on your team’s website to learn all about their international marketing strategies, community events, and more!