National Football League’s international expansion: A comparative analysis of market viability and sports diplomacy in London, Mexico City, and Frankfurt

This research examines the National Football League’s potential expansion into international markets, specifically London, Mexico City, and Frankfurt, utilizing a dual lens of market viability and sports diplomacy. Through a comparative case study framework, this study evaluates each market based on economic indicators, infrastructure readiness, cultural integration potential, and diplomatic opportunities. The findings indicate that successful global expansion requires market-specific strategies rather than a one-size-fits-all approach. London emerges as the most mature market with an established fan base and infrastructure, while Mexico City presents a market with the largest potential audience and minimal travel logistics, but infrastructure challenges. Psychic distance analysis exposes how sport-specific traditions can overcome linguistic and cultural barriers, as evidenced in Mexico’s already established football culture. This study recommends a sequential expansion strategy, beginning with London and Mexico City, followed by Frankfurt after further development. This research contributes to understanding how professional sports leagues can balance commercial objectives with cultural exchange in this interconnected global sports environment.