Which Countries Watch the Most NFL Outside The US?
By
Lisa Spencer
Senior Editor Updated: 21 February 2023
Lisa Spencer Senior Editor
As a Senior Editor at Betting.US, Lisa Spencer is a valuable member of our expert team. With a Master’s degree in Applied Mathematics, Lisa is adept in gambling theory and analyzing odds. She contributes by writing online sportsbook reviews and finding competitive markets to help our readers make an informed choice.
NFL Outside The US
- NFL Outside The US: An Introduction
- Which Non-US Countries Watch The Most NFL?
- History of International NFL
- Factors Influencing Non-US NFL Viewership
- Notable International NFL Games
- Frequently Asked Questions
The NFL’s global reach is expanding rapidly, with more and more fans tuning in from countries all around the world. But what factors are driving this trend? And which country watched the most NFL outside the US? On this page we’ll take a deep dive into the fascinating world of international NFL viewership. We’ll explore the many different elements that are shaping the way the NFL is consumed and enjoyed by fans around the globe.
The NFL Outside The US
If you’re wondering about who watches the NFL outside the US, you may be surprised to learn that there are ten countries who make up the primary viewership figures, according to Indy100 and Statistica. While football hasn’t caught on in the way other sports have internationally, viewership figures are growing at a pretty steady rate – and that’s exactly what we’re going to be covering in today’s post.
Which Countries Watch NFL The Most?
While it’s hard to give specific figures as to which non-US countries watch NFL the most, a couple of news organizations and research companies have compiled various lists – most of which show similar trends. In the table below, we’re going to show you which countries have the highest NFL viewership figures – excluding the United States.
| Country | Number of Self-Described NFL Fans |
|---|---|
| Mexico | 23.3 million |
| Brazil | 19.7 million |
| Canada | 7.21 million |
| South Korea | 6.72 million |
| Germany | 6.66 million |
| United Kingdom | 5.73 million |
| Spain | 3.56 million |
| Saudi Arabia | 3.12 million |
| Australia | 2.64 million |
| Argentina | 2.06 million |
One caveat: these figures are from 2015. Since then, no major studies have been carried out to look at the number of NFL fans outside the US – so it’s very likely these numbers will look different today. For example, the number of fans in the UK has probably risen quickly since then, thanks to the popularity of the games held in London.
History of International NFL
Since the beginning of the league, the NFL has a long tradition of attracting fans from other countries. Due in large part to the Bills playing their home games in Toronto, close across the border, the NFL started to gain popularity in Canada in the 1960s. As a result, a large number of Canadian followers developed a deep appreciation for the league and the game.
With the introduction of the World League of American Football in the 1970s, which included clubs from Europe, Canada, and Mexico, the NFL furthered its global reach. This league served as a model for the NFL Europe league, which ran from 1991 to 2007 and contributed to the development of a devoted fan base in Europe. The league contributed to the growth of football in Europe by providing a place for young players to improve their talents and coaches to learn as much as possible.
The NFL started airing its games on overseas television channels in the 1980s and 1990s, opening it up to fans all around the world. This, along with the success of NFL memorabilia, contributed to the growth of the league’s fan base in nations like South Korea, Mexico, and even Australia.
Through schemes like the NFL International Series, which sees NFL teams play regular season games in London, the NFL has since continued to expand its global reach.
It’s remarkable to think that the NFL now has devoted followers watching from nations all around the world, expanding its fan base far beyond the United States. The NFL’s history of international followers is proof of the enduring allure of this sport, from the early days of Canadian fans in the 1960s to the current global audience.
Factors Influencing NFL Viewership Outside The US
There are a number of factors that can influence people outside of the USA to watch NFL games. Arguably one of the biggest factors is culture – and this is why the sport is so popular in some countries, while disliked in others. In many countries, soccer, horse racing and cricket are an established part of the culture – and this naturally puts football at a big disadvantage.
As a result, it can be hard to get people interested in the game. Also, how people from different cultures watch sports can be a factor. For example, in some countries, watching sports is more of a social thing to do, while in the US, it’s often something people do alone.
One of the biggest benefits of attracting international fans is the popularity of online streaming services. With so much choice available, it’s now easier than ever for people all over the world to tune in and watch live NFL games – sometimes, even for free! However, the price of sports streaming services can be expensive – and this can make it hard for those in lower-income countries to watch the games at home.
Another major factor is marketing and advertising. Through advertising and social media campaigns, the NFL has been working around-the-clock to get the word out about the league and its teams. Partnerships have also been formed with international broadcasters and streaming services to help push the content to more viewers than ever before.
International NFL Games
International NFL games have really helped the popularity of the sport outside of the US grow – and big plans are in place for the future, with many games planned. For those wanting to watch the NFL outside the US, these games are a fantastic tool, as they allow fans to go and physically watch the matches without needing to travel to the US! Those in the US will also still be able to watch them on TV, as well as bet on them using NFL betting apps and sportsbooks. Below, we’ll look at three of the most prominent international games/leagues.
International Series in London
The International Series is a series of regular season NFL games that are played in London, England. The games have been held almost annually since 2007 and have become exceptionally popular with NFL fans in the UK – to the point where an NFL franchise in London has regularly been discussed. The games are held at Wembley Stadium and Tottenham Hotspur Stadium and have been played by teams such as the New England Patriots, the Detroit Lions, the Minnesota Vikings, and the Tampa Bay Buccaneers.
Mexico City Game
In addition to the International Series in London, the NFL also does its best to hold one game every season in Mexico City, Mexico. The games are played at the Estadio Azteca stadium, and the first game was played in 2016. It was attended by 76,473 fans, and there have since been a total of five games played there. Some of the teams who’ve played in Mexico City include the Kansas City Chiefs, the Los Angeles Rams, and the Houston Texans.
Germany Games
To date, there has only been one NFL game played in Germany. It took place just a few months ago, in November 2022 – where the Seahawks took on the Buccaneers. Some 69,811 fans attended the match which was played at the Allianz Arena. At the time of writing, two future games are to be played in 2023 – although the dates are yet to be confirmed. While the designated visitors are also TBD, the designated home teams have been confirmed as being the New England Patriots and the Kansas City Chiefs.
