The NFL Goes Global: London, Berlin, Madrid, and a New Era of International Challenges

NFL

October 11, 2025

A New Normal for the NFL

What began as a few isolated experiments has now become a well-established trend: the NFL is no longer just a national league, but a global brand. In the 2025 season, the league is setting records by organizing seven regular-season games outside the United States, and all signs point to this being just the beginning.

This change not only affects fans and TV audiences — it’s also transforming how teams train, plan, and compete. Coaches like Sean Payton of the Denver Broncos have learned that playing abroad isn’t just a stadium switch — it’s a logistical, physical, and mental test.

Sean Payton: From a Wembley Misstep to a Precision Operation

In 2017, Sean Payton experienced an awkward moment during a game in London. After the U.S. national anthem, he ran to midfield, forgetting that “God Save the Queen,” the British anthem, was still to come. “It was clumsy,” he recalled this week, smiling as he prepared his team to face the New York Jets at Tottenham Hotspur Stadium.

But mistakes are lessons. Today, Payton is one of the most meticulous coaches when it comes to preparing for international games. Under his guidance, the Broncos have fine-tuned their schedule to minimize jet lag, including working with sleep specialists and following a detailed acclimation plan to adjust to the UK time zone.

Such careful preparation is even noticed by analysts who adjust the NFL Odds, recognizing that performance in these games can hinge on the most minor details.

The International Schedule Grows… and Will Keep Growing

Under the current collective bargaining agreement (CBA), valid through 2030, the NFL may host up to 10 international games per season without additional approval from the players’ union. This year’s schedule includes seven such games, with contests in Brazil, the UK, Germany, and Ireland — and for the first time, Madrid will host an official game in November.

However, the long-term vision is more ambitious: a 16-game international series that allows all 32 teams to play at least once outside the U.S. each year. Commissioner Roger Goodell has even hinted that this “international package” could become a standalone media product in future broadcasting deals.

Public interest is helping drive this expansion. The matchup between the Minnesota Vikings and the Pittsburgh Steelers, played October 5 in Dublin, became the second most-watched international game in NFL history, with 7.9 million viewers across TV and digital platforms such as BUSR Experience. While the average NFL game in the U.S. pulls over 17 million viewers, international growth shows clear momentum.

More Than a Game: The Impact on Team Performance

Playing overseas isn’t routine. Teams must deal with time zone shifts, sleep disruption, unfamiliar environments, and distractions. It’s a test of discipline and strategy.

The Broncos are staying far from central London and sticking to a tight schedule: regular practices on Wednesday and Thursday, no tourist outings, and injury recovery sessions planned as soon as they land.

This high level of organization has influenced how betting markets assess the teams. NFL Betting often reflects how well a team is prepared for international play, and changes in travel plans or practice schedules can shift those odds significantly.

Familiar Rivalries, New Locations

The upcoming game between the Broncos and the Jets, to be held this Sunday in London, is one of the most anticipated on the international calendar. It pits two rebuilding teams with young, ambitious coaches against each other — and rekindles a personal connection: Jets head coach Aaron Glenn was once an assistant under Payton with the Saints.

Both teams arrived in the UK on Monday, which is relatively early. Traditionally, teams have traveled on Thursday or Friday to minimize their stay. But this time, both franchises prioritized physical adjustment, trying to reset their internal clocks well before kickoff.

Jet lag is no joke. Statistics show that teams playing on the road the week before an international game have a poor 11-19 record, just a 36.7% win rate. That kind of data has factored into the NFL odds ahead of this matchup, especially among global betting markets.

A Growth Opportunity… and a Logistical Puzzle

Beyond the sporting spectacle, international games are a strategic move by the NFL to strengthen its global presence. This isn’t just about merchandise or social media anymore — it’s about delivering the product directly to new fans around the world.

Cities like London are seasoned hosts. Since 2007, they’ve welcomed numerous games, and their passion for American football continues to grow. Now, Madrid and Berlin join the schedule, aiming to become regular hosts as well.

But this expansion comes with challenges: logistics, flight coordination, security, equipment transportation, cultural adaptation… everything affects performance. Teams that turn these international experiences into competitive advantages will likely see improved results — and perhaps even stronger positioning in the NFL Odds from week to week.

From Preseason Exhibitions to High-Stakes Matches

In the 1990s, international NFL games were only preseason exhibitions. One memorable case was when the San Francisco 49ers traveled to London and coach George Seifert made the players work out in a public park immediately after landing — before even checking into the hotel. The goal? Fight jet lag. It worked… but the players weren’t exactly thrilled.

Today, those games are no longer warmups. These are official games that count in the standings and can determine playoff spots. That seriousness has transformed how teams approach them. Poor preparation is not an option. Preparation now includes studying the opponent and the environment.

What’s Next?

The NFL is steadily advancing toward international expansion. In the medium term, we may see franchises temporarily based abroad, or even a division that plays multiple times a year outside the U.S. For now, the focus remains on increasing the number of games and improving the overall experience.

In this context, NFL Betting will continue to serve as a valuable tool to measure team expectations and performance. While not the main storyline, they reflect a mix of factors that were once overlooked — such as travel schedules, recovery time, international experience, and mental preparation.

The Global is the New NFL

The NFL is changing. European stadiums are no longer novelties — they’re becoming key parts of the calendar. Teams like the Broncos and Jets understand this and are preparing seriously for the challenges.

Coaches like Sean Payton are leading a new era that’s not only about winning games but also about adapting to a globalized NFL. Internationalization is no longer a future idea — it’s the present. And the teams that embrace it strategically are the ones most likely to thrive.

Meanwhile, fans — and yes, also bettors — will continue paying close attention to every detail, from travel schedules to shifts in NFL Lines. Because in this new normal, every decision matters, on and off the field.

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