Uploaded February 2026 | Updated September 2026, 1 week ago

---

In 2025, the NFL staged a record seven regular-season games overseas as part of its bold international expansion, taking American football to Germany, Spain and Ireland. CNBC’s Tom Chitty goes behind the scenes of that global push, from the streets of Dublin to the turf of Croke Park, exploring how the NFL, local governments and fans worldwide are transforming the sport into a truly international phenomenon.

00:00 - Jaguars Case Study
02:20 - NFL in Dublin
04:57 - NFL Investment Takeover
07:30 - Merchandise Strategy
10:03 - Global Markets Program
12:17 - Rooney Ties to Ireland
12:50 - Ireland's Investment
15:39 - The Long Game
17:37 - Upgrading the Stadium
20:13 - A Growing Fanbase
21:13 - What's Next?

#CNBC #CNBCSport #TheScore

-----

Subscribe: @cnbci

CNBC International Live: @cnbcinternationalive

LinkedIn: linkedin.com/showcase/cnbc-international

TikTok: tiktok.com/@cnbci

Facebook: facebook.com/cnbcinternational

Instagram: instagram.com/cnbcinternational

Threads: threads.net/@cnbcinternational

X: twitter.com/CNBCi

Telegram: https://t.me/cnbci

WhatsApp: bit.ly/CNBCiWhatsApp