The NFL has turned its offseason schedule into a global scouting ground, positioning clubs in World Cup host cities to capture the attention of a different kind of football audience.
In Kansas City, the Chiefs installed a photo booth at the airport, inviting arriving supporters to snap pictures with team memorabilia while a Spanish‑language comedy series titled “El Offseason” rolls out online.
The New York Giants staged a “Giants Day” event that let soccer enthusiasts mingle with players, and the San Francisco 49ers crafted custom jerseys for visiting dignitaries, turning the gesture into a collectible souvenir.
Across the league, squads are leveraging cheerleader performances, tailored merchandise, and social‑media campaigns that feature Spanish‑language channels to speak directly to international fans.
Looking Ahead
These tactics are already paying off, with teams projecting surges in newsletter subscriptions and app downloads, while conversations about hosting regular season games in Scotland or other overseas venues gain traction.