The Green Bay Packers are about to become a name that’s familiar to households across Europe. That’s the case-even though they don’t play games there regularly. On Monday, the NFL announced the Packers have been awarded marketing rights for Germany, Ireland and the UK. That’s a big step in the franchise’s efforts to build a global fanbase and really establish itself internationally.
For a team from a small market city like Green Bay, that’s a pretty bold move into the unknown. Let’s take a closer look at what this means for the Packers, their fans and the NFL’s global ambitions.
What the Marketing Rights Mean for the Packers?
The Packers will be able to engage directly with fans in three key European markets: Germany, Ireland and the UK. Ed Policy, the Packers’ chief operating officer (who takes over as president and CEO in July), sees that as an opportunity to really deepen the team’s connection with international audiences. “We’ve seen our global reach grow as we’ve played internationally in two of the last three seasons,” Policy says. “That’s very exciting for us. We’re looking forward to investing in that growth-and building long-term relationships with fans, businesses and organizations in each of those markets.”
Later this year, the Packers will roll out targeted initiatives in those regions. Think events, digital content and fan-engagement programs tailored to each place. That also opens the door to more corporate partnerships and sponsorship opportunities abroad. And that’s just the beginning.
The NFL’s Global Markets Program
The NFL’s Global Markets Program launched in 2022 and allows teams to build brand and fandom beyond the US by engaging fans through events, commercial opportunities, and NFL Flag Football development. The Packers took a wait and see approach but are now in with 28 other teams.
Three other teams were awarded new market rights on Monday: the Baltimore Ravens (UK), Los Angeles Chargers (Greece) and Washington Commanders (UAE). Note that these rights are not exclusive – 11 teams already have stakes in Germany, 5 in Ireland and 8 in the UK. The Packers are the 12th team to join the program.
Teams are awarded these rights for at least 5 years to get a foothold in their designated markets. For the Packers this is an opportunity to showcase their history and brand on a global stage.
Packers’ International Efforts Beyond Marketing
While the Packers wait to join the Global Markets Program, they’ve been busy with other international initiatives. One of those is the Global Sports Mentoring Program, a partnership between the U.S. Department of State and espnW. This program connects international women in sports with American industry leaders for mentorship.
Packers representatives have gone to Morocco to support “We Can Morocco,” an organization empowering girls and women through leadership courses and American football sessions. This is part of the team’s efforts to promote inclusivity and gender equality, values they want to take global.
International Games on the Horizon
The Packers have already played internationally, hosting two regular-season games abroad: the New York Giants in London in 2022 and the Philadelphia Eagles in São Paulo, Brazil, in 2024. They won’t be playing in Germany this year—or under outgoing President Mark Murphy’s watch—but are open to it in the future.
The NFL has seven international games scheduled for 2025, including five in the Packers’ new markets. Two of those games are on the Packers’ road schedule: the Pittsburgh Steelers in Dublin and the Cleveland Browns in London. Final matchups will be announced in May.
NFL 2025 International Games information:
- NFL 2025 Dublin game, visit: nfl.com/dublin
- NFL 2025 Berlin game, visit: nfl.com/berlin
- NFL 2025 Madrid game, visit: nfl.com/madrid
- NFL 2025 London games, visit: nfl.com/london
- NFL 2025 Sao Paulo game, visit: nfl.com/saopaulo
NFL 2026 International Games
- NFL 2026 Melbourne game, visit: nfl.com/Melbourne
Leave a Reply