Behind the NFL’s choice to send average games to Europe – It’s all about the economics | NFL News – Times of India

Despite the NFL’s ambition to make American football a global sensation, the approach it has taken to expand its reach across Europe appears misaligned with this grand vision. For nearly two decades, European fans have been treated to games that rarely showcase the league’s best, with the majority of matchups leaving much to be desired.
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Why do European NFL fans only see mid-tier games?

Since the league’s initial foray into Europe in 2007, 42 games have been held on the continent. Yet, only two of these contests have featured both teams with winning records—the New York Giants and Green Bay Packers in 2022, and the Kansas City Chiefs versus the Miami Dolphins in the 2023 season.
Adding to the disappointment, fans in the UK and Germany have repeatedly been subjected to games where at least one team lacked a single win. This practice has been met with growing frustration from European fans eager for competitive matchups, particularly when considering the infamous 2017 Cleveland Browns—a team that would ultimately endure a winless season—who made their London debut amid a season filled with losses. Similar instances, such as the Jacksonville Jaguars and Miami Dolphins’ lackluster performances in Europe, have only deepened concerns that the NFL may be taking its European audience for granted.
One could liken this approach to introducing European fans to American cuisine by serving a microwaved dish, rather than a gourmet meal. When it comes to truly representing the NFL’s best, the effort has often fallen short, leaving fans yearning for more substance and excitement.

Europe’s final NFL game of the season: A glimpse of future draft prospects?

This year, the NFL’s European lineup will end with the New York Giants and the Carolina Panthers, two teams with identical records of 2-7. While the game may be intriguing for scouts and fans eyeing next year’s draft, it holds minimal relevance to the current playoff picture. This matchup, featuring struggling quarterbacks Bryce Young and Daniel Jones, appears designed more for draft positioning than for competitive intrigue.
In fact, the game’s outcome may have a lasting impact on each team’s trajectory, influencing their draft standing and subsequent rebuild efforts. With both teams vying for a top draft pick, fans may be left with little excitement on game day. Additionally, the halftime show promises no reprieve, as it has been suggested that entertainment options during the break will add little value to the experience. It’s almost as if the NFL has overlooked the desire of the German audience for quality entertainment, with fans feeling that “an affront” has been presented instead.

Why the NFL’s mediocre games still draw crowds in Europe

Curiously, despite this parade of lackluster matchups, the NFL has managed to sell out stadiums across London and Munich. European fans—many of whom are expatriates—seem willing to buy tickets, filling seats with attendees donning jerseys not only from the competing teams but also from various franchises across the league. These fans, although often disappointed by the games, remain dedicated to the sport, with television ratings in the UK seeing a steady rise. Even the Super Bowl has enjoyed heightened interest among European viewers, indicating a growing, albeit niche, fanbase.
Contrastingly, Europe’s top football clubs have taken a proactive approach to attracting American fans by scheduling preseason exhibitions in the U.S., with clubs like Liverpool, Manchester United, and Barcelona making frequent summer appearances. Their strategy is designed to showcase competitive play and star players, building rapport with American fans. The NFL, however, has adopted an opposite route, bringing official games to Europe but mostly featuring lower-tier matchups in timeslots that accommodate U.S. audiences over local viewers.
NFL Commissioner Roger Goodell recently expressed his vision for American football’s global reach, suggesting that the league will soon expand into regions beyond Europe, including Africa, Asia, and Australia. But the pressing question remains: will fans in these new markets be treated to the best the league has to offer, or will they, too, encounter the same lineup of mediocrity?
For international fans eager to experience American football at its finest, the message seems clear: temper expectations. The NFL’s European strategy appears less about winning hearts with elite matchups and more about capitalizing on an eager market. As it stands, the league’s efforts to conquer Europe have been marked not by stellar games, but by a curious persistence to present anything but the best.
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