Has the NFL Dropped the Ball on Internationalization?

Every year, when the new NFL season kicks off in late summer/early fall, millions of Americans rejoice over the return of their favorite sport. In other countries, however, the NFL isn’t quite as popular as it is on its home (astro) turf, with the rivaling NBA doing significantly better on the international stage.

According to findings from Statista Consumer Insights, the NFL trails the NBA in several major markets, with the NBA’s popularity in China particularly impressive. The Chinese love affair with U.S. basketball took off in 2002 when Yao Ming was drafted by the Houston Rockets and went on to become an eight-time All-Star, but the game of basketball actually has deep roots in China. That is as opposed to American football, which hasn’t stopped the NFL from trying to tap into the huge Chinese market in recent years.

Having held some regular season games in London as part of the NFL International Series since 2007, the league made its debut in Germany in 2022, where the NFL has risen in popularity in recent years. This year, games will be held in London, Munich and São Paulo, before the NFL makes a guest appearance at Real Madrid's iconic Santiago Bernabéu Stadium in 2025.