Mexico: A Strategic Pillar in the NFL’s International Expansion

Since the 1970s, the relationship between the National Football League (NFL) and Mexico has continued to grow stronger. Long before the era of globalized sports, Mexican fans were already tuning in. Today, with over 32 million supporters, Mexico stands out as one of the most vibrant international markets within the NFL’s Global Markets Program.

Yet, despite this historic enthusiasm, hosting games in Mexico remains a challenge. The highly anticipated return of the NFL to Mexico City in 2025 is currently at risk due to delays in the renovation of Estadio Azteca, which is being upgraded ahead of the 2026 FIFA World Cup. Local authorities, wary of the stadium’s readiness, have been hesitant to approve an NFL game in the near term, creating planning uncertainty.

A market already won over

Mexico has already hosted five regular-season NFL games, including the groundbreaking 2005 matchup , the very first to take place outside the United States , drawing over 103,000 fans. In 2022, the NFL returned to a sold-out Estadio Azteca, with the Texans-Raiders game generating an estimated $45 million in economic impact for Mexico City.

Nine franchises, including the Dallas Cowboys, Pittsburgh Steelers, and San Francisco 49ers, currently hold exclusive marketing rights in Mexico. Their popularity stems from long-standing media exposure and deep generational loyalty.

An established and growing football culture

American football in Mexico isn’t just an imported trend—it’s a deeply rooted culture, nurtured by decades of Spanish-language content and community outreach. In 2024, Spanish-speaking audiences grew by 34%, marking a record-breaking surge. The NFL has responded with tailored content strategies like NFL en Español, partnerships with Telemundo Deportes, and even a live NFL Christmas broadcast on Netflix Mexico.

Initiatives such as “Por la Cultura”, along with partnerships with organizations like the Hispanic Heritage Foundation, are helping the NFL build meaningful connections beyond game day. At the grassroots level, flag football programs supported by the league are thriving in schools and indigenous communities, producing talents like Diana Flores, who led Mexico to gold at the World Games and now serves as a global ambassador for the sport.

Mexico City: a premier sports capital

Despite ongoing uncertainty around Estadio Azteca, the NFL remains committed. Commissioner Roger Goodell has confirmed the league will return to Mexico in 2025. Mexico City remains a proven host with a time zone favorable to U.S. broadcasts, massive digital engagement, and one of the most electric stadium atmospheres in international football.

A cornerstone of the NFL’s global strategy

Mexico is more than just an international market for the NFL , it is a cultural and commercial bridge between North and Latin America. With the U.S. Hispanic population now reaching 62.1 million, and 24 million already identifying as NFL fans, the potential for growth is enormous.

Key areas for development include media rights, merchandise, youth programs, and brand partnerships. Mexico is no longer just following the NFL’s international strategy , it’s helping lead it.