NFL announces additional international home marketing areas

Under the leadership of the International Committee, the NFL announced today that four new International Home Marketing Areas (IHMA) have been approved with the Los Angeles Rams adding New Zealand as their fourth IHMA and the Philadelphia Eagles granted access to Australia, New Zealand, and Ghana – the first NFL club to enter a market in Africa.

The expanded program now includes 19 teams granted access to 30 International Home Marketing Areas across 10 different countries.

The International HMA initiative, which launched in January of this year, grants NFL clubs access to international territories for marketing, fan engagement and commercialization as part of an important, long-term, strategic effort to enable clubs to build their global brands while driving NFL fan growth internationally.

«We’ve seen great momentum since teams began entering their markets earlier this year,» said Peter O’Reilly, NFL Executive Vice President, Club Business & League Events.  «From launching social media accounts, to hosting in-market events, to announcing Draft picks from locations around the world, clubs are creating moments to really engage and energize our international fanbase.  We look forward to seeing what the Eagles and Rams have planned for their new markets.»

Ten clubs leveraged Day 3 of the 2022 NFL Draft to highlight their international marketing efforts by announcing picks from iconic locations within their International HMAs. These included Pittsburgh Steelers RB Najee Harris announcing a selection from Mexico City, the Miami Dolphins announcing a pick from Rio de Janeiro’s Christ the Redeemer statue with Brazilian soccer player Filipe Luis, and teams making selections from international stadiums that will host future NFL games — the Jacksonville Jaguars from London’s Wembley Stadium, the Tampa Bay Buccaneers from Allianz Arena – Home of FC Bayern Munich, and the Carolina Panthers from Eintracht Frankfurt Stadium. Additionally, several other clubs hosted in-market watch parties, youth football activations and influencer events to build excitement for the NFL Draft in their new markets.

The Eagles and Rams can begin to activate in their newly awarded market(s) on June 1, 2022.

Australia, New Zealand, and Ghana are key emerging markets for the NFL.  The League recently appointed Charlotte Offord as General Manager, NFL Australia, to drive business in Australia and New Zealand.

In June, the NFL will host its first events in Africa with a developmental camp and fan event in Ghana.  Full details to be announced at a later date.

Clubs may submit future proposals for International Committee review annually each spring.

Club International Home Marketing Areas, by Market