Japanese expansion and global domination next on NFL’s radar, Asia chief says

Ex-rugby boss Brett Gosper says Japan is a ‘market of interest’ as American football seeks to be ‘top 3 sport’ in countries it operates in

The NFL plans to expand into new international markets, including Japan, as it seeks to build on growing interest outside the United States, the league’s head of Europe and Asia-Pacific Brett Gosper said.

The league’s 2026 regular season, which begins on September 10, will feature ‌a record nine international games across seven countries, up from seven the previous year.

“Japan is a market of interest at the moment. There is a good following, good participation in that market as well … and a lot of sporting fans and an affinity with American sports like baseball and so on,” Gosper told Reuters.

The former CEO of World Rugby, however, did allude to a potential limitation with scoring a touchdown in some Asian markets.

“Sometimes some of the markets are ⁠more challenging to grow because they’re not on the US game schedule or match window time schedule and therefore more challenging hours ‌in Asia,” Gosper said.

The NFL has exported its sport to territories like the United Kingdom, Brazil, Spain and now Australia, which will host the first of the nine international games on September 11 ‌in Melbourne involving five-time Super Bowl champions San Francisco 49ers and Los Angeles Rams.