The New Orleans Saints have just scored a touchdown in the international arena. On Monday, the franchise announced that they've been granted marketing rights in Italy, expanding their reach through the NFL’s Global Markets Program. This isn't their first rodeo overseas; back in 2023, the Saints were also given rights in France.
Joining the Saints in tapping into the Italian market are the Cleveland Browns. Saints Owner Gayle Benson expressed her excitement over this new venture, highlighting Italy's passion for sports and vibrant culture as key reasons for the expansion. She sees this as a golden opportunity to connect with Italian fans, strengthen regional ties, and create meaningful business investments that benefit both the city and state.
Benson's commitment to this international growth was evident during her recent visit to Italy, where she even had the chance to meet Pope Leo XIV at the Vatican on March 23. It’s clear that the Saints are making serious moves to establish their brand beyond American shores.
Notably, the Saints remain the only NFL team with marketing rights in France. From March 25-27, Benson, along with quarterback Tyler Shough and offensive tackle Taliese Fuaga, embarked on a press trip to France.
Their mission? To drum up excitement for the team’s upcoming game in the country this season.
According to Gerrit Meier, the NFL's Managing Director and Head of International, the expansion of the Global Markets Program into its fifth year underscores the league's dedication to global growth. This initiative is all about accelerating fandom and bringing the game closer to fans worldwide, proving that football truly is a global sport.