The international media company MP & Silva will distribute NFL TV rights across mainland Europe for the next five seasons in an agreement worth about $50 million.
The deal announced Monday covers 42 territories - not Britain or Germany - for pre-season and regular season games, all playoff games, the Pro Bowl, and the Super Bowl.
Based in London and Singapore, MP & Silva holds at least some rights for most of Europe's soccer leagues, as well as assorted tennis and NBA deals.
''We are excited to partner with MP & Silva in European markets where they have demonstrated a strong understanding of market dynamics and partnerships,'' said Michael Markovich, the NFL's director of international media and business development.
''We are looking forward to working together to grow our media footprint and continue to improve our connection to our fans in the region,'' Markovich added.
The deal, which runs through the 2019 season, covers rights for Austria, France, Greece, Italy, the Netherlands, Poland, Russia, Spain and Switzerland.
The NFL's previous deal for this area was with IMG.
MP & Silva plans to resell the NFL rights in package deals to individual broadcasters in each country.
''We are glad that the NFL recognizes our leadership in the market and we are looking forward to using our network of broadcasters to increase coverage and drive new audiences to America's top sport,'' said Roberto Dalmiglio, Silva's chief commercial officer.
In efforts to expand globally, the NFL has been playing regular-season games in London since 2007. Three games were held at Wembley Stadium, the home of England's national soccer team, last season and three more are scheduled for next season.
NFL officials have said they envisage having a franchise in London one day, though no time frame has been announced and several logistical issues would need to be resolved.
James Pallotta, the American president of the Roma soccer club, told The AP last week that he hopes to host NFL games eventually in a new stadium planned for the Italian capital.
Andrew Dampf can be followed at www.twitter.com/asdampf