When it comes to sports in America, there are 3 that come to mind. The MLB, NFL, and NBA are the powerhouses of American sports, but they are also beginning to have a growing international presence. With such a large potential for market expansion overseas, is it time for the quintessential American sports to go international?
In 2023, the MLB averaged its lowest average viewership of the World Series ever, down nearly 2.5 million viewers since 2022. Viewership has been steadily declining since 2016, and the MLB has started to try to reverse the trend of their quickly declining fanbase. Other than the pitch clock, which was introduced in the major league last season, the MLB is growing its international fanbase. This has included the establishment of MLB International, which broadcasts games to international markets, and the scheduling of 4 international games during the 2024 season. Games have already been played in the Dominican Republic and Seoul, with scheduled games in London and Mexico City. The potential for market expansion in Japan, with Nippon Professional Baseball (NPB) averaging around 28.7 million total attendees over the course of a season, and a massive interest in baseball from the whole Japanese population.
The NBA is also trying its hand at finding a market internationally. Apart from the Toronto Raptors, 2 games last season were played internationally, in Mexico City, Mexico, and Paris, France. There were also 2 preseason games in Abu Dhabi, the capital of the United Arab Emirates. Similar to baseball and Shohei Ohtani, the NBA is also parlaying its success through foreign players. “They’re driving such significant interest in their home countries and around the world. Last season, we saw TV viewership grow in several European countries, and it’s no surprise that those countries are consistent with where we’re seeing the great European players playing and driving interest in their region,” said Samantha Engelhardt, the NBA’s senior Vice President of Global Strategy and Innovation. With the momentum heading in the right direction, what is the NBA’s plan to capitalize on its newfound international success? According to Engelhardt, there are three parts. Global outreach to kids, more accessible live games, and sharper market focus. These strategies, paired with the star power they already have playing for them should, in theory, be a recipe for success.
In the 2024 NFL season, 9 games will be played overseas, including the NFL’s first matchups in South America and Spain. One market, however, is still vacant from the 2024 schedule. Australia and New Zealand are now among the select few areas of the world that will not have an NFL game. “At this time we do not have plans to play a game in Australia but are firmly committed to finding more ways to serve our passionate and growing fanbase in Australia and New Zealand,” said NFL COO Damani Leech in an interview with Sports Business Journal. The Canadian Football League (CFL) has never found success in the US, but the Commissioner of the NFL Roger Goodell thinks it might not be the same for the NFL. “I’m from Western New York and I spent a lot of time in Canada as a young kid. I have nothing but admiration for Toronto, I think it’s a great city. It continues to evolve; it continues to grow. It certainly could be a great city for an NFL team.” Although the awareness of football grows internationally, there are still a lot of hurdles for a potential expansion team. A lack of international athletes, time change issues, 4 different expansion teams required to maintain divisional equity, financial issues, and no international football culture all mean that the chances of a successful international team in the near future are slim.
Three of the biggest American sports leagues are trying to go international. More international matchups, players, and maybe even teams seem to be on the horizon. If this trend continues, where will fans draw the line between a classic American league and an International powerhouse?