The Cincinnati Bengals have been granted international marketing rights in Canada as part of the NFL's Global Markets Program. This allows the Bengals to build brand awareness and fandom in Canada through engagement, marketing, digital and social media content, and NFL Flag development.
"Canada has a great history and passion for football, and we are excited to join the Global Markets Program to further engage with and grow our strong Canadian fanbase," said Bengals Director of Strategy and Engagement Elizabeth Blackburn. "Growing the game globally is an important priority for the NFL. We are excited to be part of the Global Markets Program's expansion to include all 32 teams and look forward to broadening the reach of Who Dey Nation in Canada."
Canada is considered a priority market for the NFL. The Bengals selected Canada as a way to grow the team's brand in a country where an authentic connection already exists. Bengals players Chase Brown and Tanner McLachlan both are Canadian, which has led to content and marketing opportunities with NFL Canada. Brown, along with Ja'Marr Chase, visited Montreal last year to support the Montreal Flag Regional and tour the Montreal Canadiens NHL facilities. The team's 2023 International Fan of the Year John Di Girolamo is part of a passionate fanbase in Canada. Di Girolamo lives in Toronto and travels to Cincinnati for Bengals games as a Season Ticket Member.
"The Bengals' fanbase in Canada is growing," said Di Girolamo. "This will be a great opportunity to help connect Bengals fans across the country and continue to build an international fanbase for the team."