NFL in Mexico: a market defined by scale and recurring engagement

The NFL regular season kicks off on September 9, reactivating one of the league’s most important international markets: Mexico, home to 40 million NFL fans and the league’s second-largest market globally.

But Mexico stands out for more than its scale. Fans engage with the NFL in multiple ways throughout the season—from broadcasts and fantasy football to content, merchandise, and social gatherings around each game week.

For sponsors and brands, this recurring engagement creates an opportunity that extends far beyond game-day visibility.

A full season provides multiple touchpoints to understand when fans engage, what they consume, and where brands can create the most meaningful value.

In 2026, the opportunity becomes even more relevant: 10 NFL teams hold marketing rights in Mexico through the Global Markets Program, while the league begins a three-year agreement to play regular-season games in Mexico City.

Mexico brings together scale, frequency, and an increasingly strategic role within the NFL’s international growth.

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