Chiefs Expansion into International Markets: A Bold Move for Global Engagement
In an exciting development for fans of American football, the Kansas City Chiefs have officially secured additional international marketing and commercial rights covering the United Kingdom, Ireland, and Spain. This achievement comes as part of the NFL's Global Markets Program and marks a significant expansion, adding to their existing rights in Mexico, Germany, Austria, and Switzerland. With this latest addition, the Chiefs now boast rights across seven countries, positioning them among the top teams in the NFL for international reach.
Elevating Chiefs Kingdom Globally
"We are incredibly excited to bring Chiefs football to fans in the UK, Ireland, and Spain," shared Clark Hunt, Chairman and CEO of the Chiefs. "As the game grows globally, more and more fans from around the world are becoming a part of Chiefs Kingdom." The Chiefs have firmly established themselves on the international sports scene, and this new opportunity allows the team to further showcase the vibrant essence of Kansas City and its football culture.
Fostering Global Fan Connections
Lara Krug, Chiefs Executive Vice President of Marketing, emphasized the focus on creating meaningful connections with their burgeoning global fanbase. "The passion we see from our international fans inspires us and drives us to build Chiefs Kingdom into a truly global community," she stated. With six European countries now in their portfolio, the Chiefs can better serve many more fans while sharing the energy of the NFL and Chiefs traditions across the continent.
Key Initiatives for Fan Engagement
Beginning April 1, 2025, the Chiefs will roll out various marketing and commercial initiatives in these new markets. Plans include hosting local events to engage fans, launching market-specific digital platforms like Chiefs.com and the Chiefs Mobile app, and embarking on targeted advertising campaigns. Local sponsorships and partnerships with area agencies will also play a crucial role in their strategy, fostering deeper connections with fans.
Investing in Community and Participation
Looking to the future, the Chiefs are committed to expanding their fan base through on-site activations, fan events, and local NFL FLAG Football initiatives. Community engagement is a priority, with plans to produce media content tailored to international audiences while also exploring opportunities to host regular season games as part of the NFL's International Series.
Expanding Connections in Existing Markets
The Chiefs will not forget their established global presence. In Mexico, the team will launch the second season of Viva Chiefs Kingdom, a docuseries aimed at deepening connections with their fans. The Chiefs International Fan of the Year nominee from Germany is set to make a pick on Day 3 of the 2025 NFL Draft, highlighting their continued engagement efforts.
Chiefs House: An Immersive Experience
To make international games even more thrilling, the Chiefs are excited to revive Chiefs House at all venues where they hold marketing rights. These immersive, Chiefs-branded destinations provide fans—both long-time supporters and newcomers to the sport—with an engaging atmosphere centered around each international game. The 2025 season lineup promises thrilling matchups, including:
Two games in London at Tottenham Hotspur Stadium featuring the New York Jets and the Cleveland Browns.
One game in Berlin at the Olympic Stadium with the Indianapolis Colts.
One game in Madrid at the Bernabéu Stadium, home to Real Madrid C.F., with the Miami Dolphins.
One game in Dublin, where the Pittsburgh Steelers will take on their opponent.
One game at Wembley Stadium in London featuring the Jacksonville Jaguars.
A Legacy of International Engagement
The Chiefs and the Hunt family have a long-standing tradition of investing in the sport's international growth. They have participated in various international initiatives over three decades, including showcasing the best of football on a global stage. From the American Bowl preseason contests in Germany and Japan to their participation in three regular-season international games, the Chiefs have made significant strides in building a fanbase across borders.
Being the first NFL club to win regular season games in four different countries (United States, United Kingdom, Mexico, and Germany) and maintaining an undefeated record in international matches, the Chiefs are indeed a trailblazer in expanding the reach of American football.
Conclusion: Join the Global Movement
As the Kansas City Chiefs continue to carve out their presence on the international stage, fans can look forward to an exciting journey filled with unique engagement opportunities and vibrant community events. Together, they are building a truly global Chiefs Kingdom—one that resonates with fans far beyond the borders of Kansas City.
For more details on the NFL’s Global Markets Program, check out the NFL's official website.
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