Raiders awarded UK and Canada marketing rights in NFL Global Markets Program

Raider Nation have long had a strong presence in the UK and Canada. Now they've been handed the keys to the kingdom.

The NFL has expanded the Global Markets Program to award the Las Vegas Raiders international marketing rights in the UK, Canada, and the United Arab Emirates.

Italy is also welcomed into the program for the first time, with the Cleveland Browns and New Orleans Saints leading the charge there.

The Raiders come to the UK and Canada

Some franchises may be new to the UK, but the Raiders are not.

Las Vegas have played four times on British soil, including three regular-season games between 2014 and 2019.

Now, the NFL has given the Silver and Black the framework to build upon that relationship, awarding rights in the UK, Canada and the UAE, extending a portfolio that already included Australia, New Zealand and Mexico.

The Raiders join a packed but passionate field in one of the most competitive markets outside the US. The Ravens, Bears, Packers, Jaguars, Chiefs, Dolphins, Vikings, Jets and 49ers all hold rights in the UK.

Browns and Saints make NFL history in Italy

In an NFL first, two teams have been granted the rights to build brand awareness in Italy: the Cleveland Browns and New Orleans Saints.

For the Browns, the move carries cultural weight. Cleveland has one of the largest Italian American populations in the US, with roots stretching back to the late 1800s.

"As we enter the Italian market, we're excited to connect with new international fans in a way that reflects both the Browns' identity and the local Italian culture," said Brent Rossi, Cleveland Browns CMO.

The Browns plan to establish a local Backers chapter, host watch parties and invest in youth flag football - the same blueprint used by the organisation in Nigeria since 2024.

The bigger picture

Per the NFL website, the GMP allows teams to "build brand awareness and fandom globally through fan engagement, events, commercial opportunities and NFL Flag development," outside the US.

Gerrit Meier, NFL Head of International, said, "The league-wide commitment to the Global Markets Program is helping to accelerate fandom of our league, clubs and players around the world."

Now in its fifth year, the program has 32 clubs participating across 22 international markets.

The full NFL Global Markets Program list