American sports have stopped treating Europe as a nice-to-have and started building repeatable, city-by-city footprints in the continent’s biggest markets. Instead of one-off exhibitions, the major leagues now prioritize regular-season fixtures, fan festivals and local partnerships in cities that already know how to host mega-events: London, Paris, Berlin, Munich, Frankfurt, Stockholm and beyond. And the strategy is becoming increasingly data-led.
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Steelers wide receivers DK Metcalf and Calvin Austin running down the field during a game against the Minnesota Vikings in Dublin, Ireland.
The Playbook: Take Meaningful Games To Iconic Venues
The NFL’s International Series has become the template: bring competitive, in-season games to Europe and make them feel like home fixtures. London remains the flagship, with games staged at the Tottenham Hotspur Stadium and Wembley, supported by dedicated ticketing, retail and local activations.
Basketball has followed a similar path. The NBA’s Paris Games are regular-season matchups at Accor Arena, packaged as a multi-day event rather than a single night. That festival approach helps convert casual interest into long-term fandom through community events, media days and merchandise drops.
Hockey has leaned into Northern Europe’s arena culture. The NHL Global Series takes regular-season games to Stockholm’s Avicii Arena, surrounding them with public fan experiences like the NHL Global Fan Tour.
Baseball’s European push has been more episodic, but the MLB London Series shows the same ambition: real league games aimed at turning novelty into tradition.
Why Europe’s Biggest Cities Make Sense
These locations tick three crucial boxes. First, they have world-class infrastructure (transport links, hotels, broadcast-ready venues). Second, they are global media hubs, so a single event can generate international coverage across multiple languages. Third, they sit inside dense catchment areas: a game in London or Paris can draw fans from across the UK, France, Spain and beyond with short-haul travel.
Media And Distribution Are Doing The Heavy Lifting
European growth is not only about selling out an arena for one weekend. It’s about making the sport easy to follow the next day. Leagues increasingly pair marquee European games with year-round content: local social channels, highlight packages timed for European evenings, and subscription products that remove friction for new viewers. The goal is simple: once someone watches live in London or Paris, they should be able to keep watching every week.
Shauna Clinton / Pittsburgh Steelers
Steelers superfan, Vincent Murray, celebrating a big play during the Steelers' 24-21 win over the Minnesota Vikings at Croke Park in Dublin, Ireland.
Sponsorship: The Accelerator Into New Territories
Sponsorship has become the bridge between American leagues and European consumers. Brands fund fan zones, viewing parties and grassroots programs that make the sport feel present even when teams are back in the US. They also underwrite the expensive logistics of staging games abroad, from venue conversion to broadcast production, which lowers the barrier to repeating the model annually.
Crucially, sponsors use sport to enter markets with credibility. That applies to airlines and consumer tech, but it’s also true for digital-first sectors where customer acquisition is fiercely competitive. This continues to be the case for any competitive online casino looking for exposure, for example. When a league plants its flag in a major European city, sponsors can attach themselves to premium, live entertainment at scale, reaching both locals and travelling fans.
Conclusion
Expect the expansion of American sports such as the NFL and NBA to keep clustering around Europe’s biggest stages: more repeat visits to proven cities, plus selective new stops where venues, time zones and local partners align. The winning formula is clear: meaningful games, iconic locations, always-on media, and sponsorship that turns a weekend spectacle into a year-round relationship.