The Pittsburgh Steelers don’t travel abroad too often, and after two trips 12 years apart, they're placed among the bottom tier of teams in the NFL for playing regular season games abroad. It’s an interesting topic, especially since much of the fan base cannot agree on whether it’s a good idea.
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Pittsburgh Steelers fans wave their Terrible Towels aggressively as Styx famous song, Renegade plays during a home game at then-Heinz Field in Pittsburgh, PA.
Yet, when we look back at the most recent trip, the historic game in Dublin, Ireland, it’s clear that it was a success. It wasn’t just the victory over the Vikings, nor the improvement to a 3-1 record, or the shortening of the Steelers’ playoff odds with NFL sportsbooks. It was the sense that the Steelers had made an impression with the fans. Moreover, Ireland seemed to make an impression on the Steelers.
Players have media training and are always going to say nice things when they visit a new city or country, but the Steelers players seemed genuinely affectionate toward Ireland before and after the game. They can’t have failed to be impressed by the historic Croke Park, either. Books could be written about the history of that stadium, and it would not just be limited to sports.
A return would be welcome in Ireland
Should the Steelers return soon? The Irish government is pushing hard for a repeat fixture, although it’s not sure whether the Steelers will be in the frame. But it also feels like an opportunity. Interest in the NFL is growing in Ireland, which has a mature sports market, and there are, of course, historical ties between the country and the city of Pittsburgh, not to mention the Rooney Family itself. Logistically, too, it makes sense: If we overlook Iceland, Ireland is the closest European nation with a straight shot across the Atlantic.
To be sure, it’s not something that sits well with all fans. We are all aware that the NFL is pushing to play more games abroad. The LA Rams are pegged to play in Australia in the fall, and there will be the annual London games, which have the Jacksonville Jaguars as a permanent fixture. Local Steelers fans are okay with the odd game abroad, perhaps on a rotational basis every few years, but there may be some pushback if it were to become an annual event.
A unique chance to build a fan base
Still, the unique chance to build a fanbase in Ireland will not be lost on the Rooneys. For our two cents, it is negligible just how much playing abroad creates real fan bases. The Jags, for instance, do not have a huge following in the UK, despite playing as London’s home team every season, but the cultural links between the Steelers, the city, the team’s owners, and Ireland offer something a little different.
It's worth remembering that this is business. The Steelers have marketing rights in Ireland through the Global Markets Program, although other teams also have marketing rights through the Home Markets Initiative. Those include the Kansas City Chiefs, Tennessee Titans and New York Jets. Of those teams, it is only the latter that can claim some historical links to Ireland through the franchise’s home city.
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Steelers' edge rusher TJ Watt chases QB Patrick Mahomes.
We will see in a few weeks what is going to happen in the fall when the NFL releases its schedule for international games, but would you be disappointed to see the Steelers return to Ireland soon? By numerous metrics, it makes sense. The question is about the will of the owners, who should really take the views of local fans into consideration. But one thing’s for sure; they would be most welcome.