NFL Commissioner Roger Goodell said the league wants to hold a regular-season game in Japan as part of a broader global expansion [1].
This push represents a strategic shift to grow the league's footprint outside the U.S. by targeting new markets with high growth potential. By diversifying its international schedule, the NFL aims to convert global interest into sustainable viewership, and revenue streams.
Goodell said these ambitions on Thursday during Fanatics Fest in New York [2]. He identified Japan as a high-priority target for a future matchup and revealed that his planning extends far beyond a single country. "I got about 10," Goodell said when discussing the number of other nations currently on his radar for future games [2].
The league is already scaling its international operations. For the 2026 season, the NFL has scheduled a record nine international games [3]. This trajectory is expected to continue into the following year, with 10 international games planned for 2027 [4].
While the league has established a presence in the U.K. and Germany, the move toward Japan and 10 other potential markets suggests a more aggressive approach to Asia and other untapped regions. The commissioner's comments indicate that the league is no longer content with a few select hubs; instead, it is seeking a truly globalized regular-season calendar.
Goodell said to Sportico that Japan is high on his list of new international markets [3]. The league has not yet announced specific dates or teams for a potential Tokyo game, but the commissioner's public confirmation signals that the logistics are being actively considered.
“"The NFL wants to hold a regular-season game in Japan," ”
The NFL is transitioning from a domestic league with occasional international exhibitions to a global sports entity. By targeting Japan and approximately 10 other countries, the league is attempting to mirror the global reach of soccer. This expansion allows the NFL to hedge against domestic market saturation and capitalize on the growing demand for American sports content in Asia and beyond.
