The NFL has been aggressively expanding its presence beyond the United States, bringing American football to new audiences worldwide. With games already set for England, Spain, Germany, Ireland, and Brazil in 2025, and Australia in 2026, the league is now turning its attention to the Middle East.
The United Arab Emirates has emerged as a possible location for a future regular-season game, though discussions remain in the exploratory phase.
Why the UAE is on the NFL’s radar
During the recent NFL owners’ meetings, Peter O’Reilly, the league’s executive vice president of club business, international, and league events, confirmed that there is strong interest in bringing a game to the UAE. “The interest is high,” O’Reilly stated, though he emphasized that no official plans have been finalized. The league has already conducted exploratory trips to assess the feasibility of hosting a game in the region.
With its thriving sports scene-including events like Formula One races and NBA games-the UAE offers a promising market for the NFL. The league is looking to learn from these other sports to determine how a potential game could be successfully executed.
NFL teams expand marketing efforts abroad
In addition to exploring new locations for regular-season games, the NFL has announced an expansion of its Global Markets Program, which allows teams to market themselves in designated international territories. The Los Angeles Rams, San Francisco 49ers, and Washington Commanders will now have marketing rights in the UAE, while the Los Angeles Chargers have been granted marketing access to Greece.
Currently, 29 of the 32 NFL teams participate in the Global Markets Program across 21 international markets, up from 25 teams in 19 markets last year. This initiative aims to increase fan engagement and solidify the league’s global presence.
What’s next for the NFL in the UAE?
While no timeline has been set for a game in the UAE, the league remains committed to evaluating the opportunity. The success of games in other international markets has shown that bringing the sport to new regions can generate excitement and long-term fandom. Whether a game in Dubai or Abu Dhabi becomes a reality remains to be seen, but the NFL’s continued expansion suggests that the Middle East could be the next frontier for American football.
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