The NFL’s expansion into Europe is an undeniable success. The five games played on the continent this season set a new viewership record – and the league is already planning to expand further.
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Viewership record in Europe
The NFL has reaped the benefits of its expansion into the continent. The five games played in various European cities set a new viewing record: Average viewership increased from 6.2 million in 2025 to 6.9 million in 2026 – an increase of 16 percent, according to Front Office Sports.
| Match | Location | Viewership | Platform |
|---|---|---|---|
| Falcons – Bengals | Madrid | 6.2 million. | NFL Network |
| 49ers – Rams (Week 1) | Australia | 18.5 million. | Netflix (United States) |
| Ravens – Cowboys (Week 3) | Rio de Janeiro | 24.9 million. | CBS |
| Vikings – 49ers (Nov. 22) | Mexico City | – | NBC |
The Madrid match drew 6.2 million
Among the five games was last Sunday’s showdown between the Atlanta Falcons and Cincinnati Bengals at Santiago Bernabéu Stadium in Madrid, which averaged 6.2 million viewers on NFL Network, the ESPN-owned platform.
Meanwhile, Netflix in the United States averaged 18.5 million viewers for the NFL’s debut game in Australia, which featured the San Francisco 49ers and Los Angeles Rams in Week 1. The showdown aired on a Thursday in prime time in the United States.
CBS, meanwhile, had 24.9 million viewers for the Baltimore Ravens’ game against the Dallas Cowboys in Rio de Janeiro, which aired on Sunday afternoon in Week 3. The game became the most-watched international NFL game in history.
NBC will air the final international game of the 2026 season – a Sunday Night Football game between the Minnesota Vikings and San Francisco 49ers in Mexico City on November 22.
Long-term ambition: 16 games outside the USA
The NFL has spent years expanding its presence beyond the United States, paving the way for international regular season games. The league has scheduled nine international games this season – and could increase that number to 10 next year. The long-term ambition is to host as many as 16 games outside the United States each season.
Committed to Spain
Peter O’Reilly, the NFL’s executive vice president of club operations, international and league events, emphasized the league’s strong growth in the Spanish market during a virtual meeting with international media, including Palco23.
Asked if the NFL will consider moving games to another stadium or city in Spain in the future, O’Reilly acknowledged that:
Economic adventure: The clubs worth $ 9,5 billion
The NFL is experiencing a period of remarkable financial and sporting success, which is reflected in the soaring valuations of its clubs. The average NFL franchise is now worth $9.5 billion – a 34 percent increase from last year.
This represents the second-largest percentage increase since Forbes began publishing its franchise valuations in 1998 – surpassed only by the 38 percent increase recorded in 2015.
| Key figures | Value |
|---|---|
| Average viewership (Europe) | 6.9 million (+16%) |
| Madrid match | 6.2 million viewers |
| Most watched international match | Ravens – Cowboys (24.9 million) |
| International matches in 2026 | 9 |
| Long-term ambition | 16 games outside the United States |
| Average club value | USD 9.5 billion (+34%) |
Summary: The NFL has become a global phenomenon
The NFL has long since ceased to be an American affair. With record viewers in Europe, games in Madrid, Rio, Mexico City and Australia – and a clear ambition of 16 international games a year – the league is becoming a global sports giant. The question is no longer whether the NFL will succeed in Europe, but how quickly they can grow. 🏈🌍
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