International NFL Search Trends: Brazil, Kelces, 49ers & More

The 2024 NFL season is almost here, and the NFL is offering a new set of international games to attract fans abroad. The Philadelphia Eagles will host the first NFL game on South American soil against the Green Bay Packers in the season opener in Brazil. The Chicago Bears, Minnesota Vikings and Jacksonville Jaguars will play international games in London during the 2024 regular season, while the Carolina Panthers will travel to Munich, Germany to face the New York Giants.

The league has been increasing its investment in its global reach for the past two decades. Let’s look at the roots of this global initiative.

History of the NFL’s international efforts

When and where was the first NFL international game held?

The NFL has held games in other countries for nearly 100 years. The first international regular-season game was held in Mexico City in 2005, between the Arizona Cardinals and the San Francisco 49ers. The league expanded its overseas operations even further, launching the International Series on Oct. 28, 2007. The New York Giants faced the Miami Dolphins at London’s Wembley Stadium. The Giants won 13-10 en route to the franchise’s third Super Bowl title. From 2007-12, Wembley Stadium hosted one NFL regular-season game each season.

Which team has played the most international matches since the beginning of the International Series?

At the top of the table are the Jacksonville Jaguars, who have played 12 games in London since 2013, including two straight wins in 2023.

Which cities outside the US have hosted NFL regular season games?

London hosted the most regular season matches with 36. Toronto came in second with six, Mexico City third with five, Munich hosted two and Frankfurt had one.

What contributed to the growing popularity of the NFL abroad?

The NFL Global Markets program has helped encourage growth by granting international marketing rights to NFL teams in countries outside the U.S. NFL Academy campuses in England and Australia help develop student-athletes through American football training, education and life skills development. Each new initiative encourages greater global curiosity about the NFL.

NFL International Search Interest Overview

As the NFL’s efforts to expand globally have intensified, the organization has also drawn attention from countries outside the U.S. Google Trends data shows an increase in search interest for NFL searches and an evolution of related queries internationally.

*Note: Google Trends data is from February-April 2024 (unless otherwise noted).

In January 2024, global interest in the NFL search engine reached a record high.

The top countries for NFL searches outside the U.S. since 2004 (when Google Trends data began) are:

• Canada
• Mexico
• Dominican Republic
• Ireland
• Australia
• New Zealand

Interest in finding information about the NFL has been growing steadily around the world for two decades.

Analyzing the 2023-24 NFL Season from an International Perspective

Over the past year, searches for “NFL shop Europe” have increased by 240% outside the United States, showing that international fans are increasingly interested in purchasing apparel from their favorite American football teams and players.

The most searched for NFL teams outside the US over the past year were:

1. Kansas City Chiefs
2. San Francisco 49ers
3. Dallas Cowboys
4. Buffalo Bills
5. Philadelphia Eagles
6. Miami Dolphins
7. Las Vegas Raiders
8. Detroit Lions
9. Green Bay Packers
10. Pittsburgh Steelers

The most searched for NFL players outside the US over the past year were:

1. Travis Kelce
2. Patrick Mahomes
3. Jason Kelce
4. Brock Purdy
5. Odell Beckham Jr.
6. Joe Burrow
7. Lamar Jackson
8. Josh Allen
9. Tyreek Hill
10. Christian McCaffrey

International interest in Kelces and Super Bowl 2024

The Kelce brothers took over the league last season (with the help of Taylor Swift). When that trend was in full swing, the Chiefs and Travis Kelce were at the forefront of international fans’ minds.

The Chiefs’ top outside-the-United States players for the 2023-24 regular season include:

• Travis Kelce
• Taylor Swift
• Karma is a guy in the Chiefs

Fans around the world weren’t just interested in Kelce’s relationship with Swift.

Here are the most popular questions about Kelce being out of the United States during the 2023-24 regular season:

• What position does Travis Kelce play?
• What team does Travis Kelce play for?
• How many Kelce brothers are there?

Travis Kelce achieved the highest ever search engine engagement rate worldwide in February 2024.

Capitalizing on Taylor Swift’s popularity within the family, Travis’ brother Jason has also connected with search engine audiences around the world.

Here are the most popular questions about Jason Kelce being out of the United States for the 2023-24 regular season:

• Is Jason Kelce retiring?
• How many Super Bowls has Jason Kelce won?
• What is Jason Kelce’s number?

The 2024 Super Bowl MVP (and the second most searched for NFL player outside the US) can’t be left out of the international search conversation.

Here are the most popular questions about Patrick Mahomes outside the United States during the 2023-24 regular season:

• How many rings does Mahomes have?
• What sunglasses does Patrick Mahomes wear?
• How much does Patrick Mahomes earn per year?

Patrick Mahomes achieved the highest ever search engine engagement rate worldwide in February 2024.

Besides Swift, Travis Kelce and Mahomes, international fans had other things on their minds related to the Chiefs.

Popular questions about Chiefs outside the United States for the 2023-24 regular season:

• Where to watch tonight’s Kansas City Chiefs game
• Why are the Chiefs playing in Germany?
• Why did the Chiefs trade Hill?

In January 2024, global interest in the Chiefs team reached a record level.

The second team playing in Super Bowl LVIII also attracted international attention.

Popular questions about San Francisco 49ers team outside the U.S. during the 2023-24 regular season:

• How old is Purdy with the 49ers?
• Where did the name 49ers come from?
• How many Super Bowls have the 49ers won?

Predicting Future International NFL Search Trends

Fans are eagerly anticipating a new country entering the international arena in September as the Eagles and Packers kick off their seasons in Brazil.

Interest in the NFL in Brazil has grown every year since 2004.

Top NFL searches in Brazil over the past year include:

• Ingressos NFL Brazil (NFL Brazil tickets)
• NFL Today (Where to Watch)
• 2024 NFL Draft

Only time will tell which topics will capture the attention of search engine audiences around the world this season.

Top NFL queries worldwide for August 2024 include:

• NFL Preseason Scores
• New NFL Kickoff Rules
• NFL Hall of Fame Class of 2024

Apart from attending and watching matches, foreign fans also seek information about football in general.

American Football Trends by International Search Audience

As more and more fans from around the world tune in to watch the games, questions arise about the rules of American football.

Here are the most popular questions about soccer outside the US over the past year:

• When will the college football championships be held?
• What is XFL American Football?
• How long does a football match last?
• How many quarters are there in soccer?
• What is a touchback in football?

Among the most popular “What does… in soccer” queries outside the U.S. over the past year:

• What does LB mean in football?
• What does PUP mean in football?
• What does IR mean in football?
• What does NFC mean in football?
• What do “1” and “10” mean in football?
• What does DB mean in football?
• What does DNP mean in football?
• What does WR mean in football?
• What does CB mean in football?
• What does the word “fired” mean in football?

Fans around the world are also looking to find new ways to participate in sports on a more personal level.

Here are the most popular soccer searches “near me” outside the US over the past year:

• Football cards in my area
• Soccer camps in my area
• Flag football in my area
• Football training in my area
• Soccer colleges near me

Here are the most popular soccer “how-to” terms searched outside the U.S. over the past year:

• How to play American football
• How to Throw a Soccer Ball
• How to Score Points in American Football
• How to Slide in Soccer
• How to Clean Football Helmets

When international fans decide who to support, they look for the “best” sports gear and kit options to show their enthusiasm.

Here are the most popular “best soccer” searches outside the U.S. over the past year:

• The best college football teams
• Best fantasy football names
• The best American football team
• The best American football players
• The best American football movies

Here are the most popular searches for soccer-related purchases outside the US over the past year:

• American football jersey
• Football cards
• American football ball (American football)
• American football cleats
• American Football Shirt (Camiseta futbol americano)

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