In March 2025, the Tennessee Titans joined the NFL’s Global Markets Program by securing the international marketing rights for Ireland. This move highlights the NFL’s ongoing efforts to broaden its global reach and strengthen its connection with fans outside the United States.
The NFL Global Markets Program, launched in 2022, gives teams the opportunity to obtain marketing rights in specific countries for five years. These rights allow teams to host fan events, form commercial partnerships, and support grassroots initiatives like NFL Flag leagues, helping them build long-term relationships with international audiences similar to those in their home markets.
The NFL Global Markets Program, introduced in 2022, allows teams to secure international marketing rights in designated countries. These rights give teams the ability to organize fan events, form commercial partnerships, and support grassroots programs like NFL Flag leagues—activities similar to those they conduct in their home markets. These rights are granted for a five-year period, aiming to foster long-term connections with fans around the world.
Ireland has become an important market for the NFL, with several teams already holding marketing rights there. Teams like the Green Bay Packers, Jacksonville Jaguars, Kansas City Chiefs, New York Jets, and Pittsburgh Steelers have established a presence among Irish fans. The recent addition of the Tennessee Titans to this group reflects the growing popularity of American football in Ireland.
The NFL’s growth in Ireland is highlighted by the upcoming historic regular-season game between the Pittsburgh Steelers and the Minnesota Vikings, set for September 28, 2025, at Dublin’s Croke Park. This will be the first NFL regular-season game ever held in Ireland, showcasing the league’s commitment to expanding its presence in the region.
For the Tennessee Titans, entering the Irish market through the Global Markets Program offers a significant chance to broaden their international brand. By engaging in fan events, forming commercial partnerships, and supporting grassroots football initiatives, the Titans hope to boost their visibility and build a dedicated fanbase in a country where interest in American football is rapidly growing.
The Titans’ participation in the program fits into the NFL’s larger strategy of increasing its global footprint. With all 32 teams now involved in the Global Markets Program across 21 countries, the league is well-positioned to deepen its connections with fans around the world and grow the sport internationally.
Looking forward, the Tennessee Titans’ involvement in Ireland highlights the NFL’s strong commitment to expanding its global presence. Through the Global Markets Program, the Titans have the opportunity to forge meaningful, long-term connections with fans abroad, supporting the league’s broader mission to grow American football worldwide.
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