The NFL’s pushing hard into global markets right now, with its most significant overseas push so far. While London and Madrid emerge as top picks for a permanent team across Europe, the conversation has shifted from ‘what if’ to something far more real.
Sep 28, 2025; Dublin, Ireland; The Irish, NFL shield logo and United States flags and NFL shield logo at midfield at an NFL International Series game at Croke Park. Mandatory Credit: Kirby Lee-Imagn Images
London has hosted more NFL regular-season games than any city outside the U.S., totaling 42 as of early October 2025. Due to this steady run, aspects such as local setups, media connections, and crowd knowledge have become solid over time. As ESPN pointed out on Oct. 5, the city still stands out as the league’s top overseas spot.
The league has recently announced its first-ever regular-season game in Spain, scheduled for November 16 at Santiago Bernabéu Stadium, as part of its 2025 international lineup.
ESPN statistics reveal a 47% surge in NFL-related searches in Spain compared to the same period last year, surpassing the UK for the first time. That rise suggests that demand may be shifting—or at least spreading more broadly.
Transitioning from merely hosting games to effectively managing a team involves significant planning and organization. This includes establishing long-term logistics, ensuring fair competition, building a loyal fan base, securing media deals, and preparing venues. London has existing stadiums and local broadcasting agreements, making it a strong candidate for hosting. Meanwhile, Madrid offers access to new markets, appeals to Spanish-speaking fans, and fosters connections across Europe.
Still, hurdles stick around. Coordinating across time zones, dealing with challenging travel schedules, overseeing players’ well-being, and navigating visa and tax regulations all while upholding the NFL’s fairnes must be addressed for non-US citizens.
> One source said ESPN: “_The infrastructure is nearly there, but the logistics of sustaining a full 17-game season overseas are enormous.”_
For now, Europe’s 2025 lineup features a high of seven overseas matches across five nations, with three set for London in October, while Madrid joins in next month.
London’s got the upper hand right now, mainly because of its past clout, powerful media ties, and deep fan base. Still, Madrid’s gaining ground fast, bringing new energy and access to untapped crowds. In the end, it might hinge on which spot can keep things running steady all year, not just during big moments.
If the NFL decides to form a full-fledged franchise outside the U.S., the choice might come down to which city can demonstrate it can support, not merely welcome, a franchise.