How the NFL is Using Creators to Go Global — What's Next is Everything

The NFL isn't just relying on traditional broadcasts to expand its international Super Bowl audience—it’s bringing in digital creators to do the heavy lifting. With viewership growth outside the U.S. as a top priority, the league has tapped influencers from countries like Germany, Mexico, and the U.K. to create localized content tailored for international fans. By leveraging these creators’ built-in audiences, the NFL is finding new ways to make the sport more accessible, relatable, and engaging for people who may not have grown up watching American football.

Data suggests this strategy is working. The league reports significant engagement spikes in key markets, with double-digit percentage increases in social interactions tied to creator-led content. This approach isn't just about casual entertainment—it’s part of a broader push to turn international viewers into long-term NFL fans. By adapting content to cultural preferences, whether through local-language commentary, meme-style videos, or behind-the-scenes access, the NFL is ensuring that its brand feels less like an American export and more like a global phenomenon.

For brands looking to tap into sports audiences, the NFL's creator-led expansion offers a compelling playbook. Instead of relying solely on costly ad buys or localized TV deals, the league is proving that digital-first, culturally relevant content can drive deep engagement.