Why Global Audiences Are Tuning in to U.S. Sports

The increase in engagement by global audiences in U.S. sports is partly due to the digital revolution that’s changing how fans relate to sports. With the explosion of streaming platforms, international audiences have easy access to US sports league games.

Global exposure has various benefits for sports leagues, including broadening their revenue streams. They are actively working to expand their international presence and cultivate fans from other countries. Some of the challenges are cultural differences and varying levels of interest in American sports in different regions.

Streaming and digital access

The rise of streaming platforms exposes many people all over the world to US sports. The US sports leagues are also active on social media platforms, where they tap into global culture. Highlight reels and athlete content draw attention across borders. The star power of athletes helps to strengthen global reach and recognition. Social media influencers play a role in drawing attention to athletes and games.

With US sports betting now legal in many states, sports fans can not only watch their favorite teams and athletes but also place bets on them.

Strategic international expansion

Sports leagues are increasingly forging partnerships with international brands and local brands in other countries. Their events not only generate excitement and media coverage but also provide a stage to highlight their best talents and win new fans.

National Football League (NFL)

In 2007, the first regular-season game between the Miami Dolphins and New York Giants was held in London. The NFL has now staged 39 regular season games in the UK. The matches are drawing increasing crowds to Wembley Stadium. The viewership of NFL games went up by 32% in the UK from 2021 to 2022. In 2025, two regular-season games will take place at the Tottenham Hotspur Stadium in London.

The NFL extended into Germany in 2022, and 5.8 million viewers within Germany watched the first game on TV. It also has a strong fan base in Mexico. The annual game held in Mexico City is always sold out and has high TV viewership.

National Basketball League (NBA)

The NBA has had an impact in China, where followers on Chinese social media platforms exceed 200 million. The NBA’s business in China has reached a value estimated at over $5 billion.

The NBA has also made an impact in Africa and Europe. NBA Africa oversees its operation, and the Basketball Africa League (BAL) also promotes the sport.

The annual NBA Global Games draw thousands of fans to watch preseason and regular-season games. These games are an integral part of the NBA’s international strategy.

Enthusiasts using GoPro cameras are able to capture the action in basketball games from unique perspectives. When they share this content, fans can get more insight into the tactics players use and their skills.

Attracting international players

International players from different countries and territories are increasingly participating in NBA leagues. The NBA games are broadcast in over 200 countries and territories in many different languages. International players boost attention and emotional investment in their home regions. Today, about 25% of NBA players were born outside the US, up from just 5% in 1992.

Major League Soccer (MLS) is attracting international attention through the recruitment of some soccer stars with global recognition. In 2023, Lionel Messi joined Inter Miami CF, and this led to a 35% increase in international viewership in the first half of the year. Fans love to watch soccer on popular streaming services. For example, on August 16, they could watch Inter Miami vs. LA Galaxy on Apple TV.

The MLS also has partnerships with European clubs and leagues. This has led to joint training programs, friendly matches, and player exchanges.

Marketing, broadcast rights, and media revenue

US sports leagues generate massive media rights revenues. International fans are able to receive localized content and language support, which engages them on a deeper level and helps them to feel included.

The leagues have adapted their marketing and content strategies to cater to international fans. They will feature international athletes in promotional campaigns and create localized social media campaigns. They invest the revenue they earn from broadcasting rights, merchandise sales, etc. into further global outreach and production upgrades.