What Cleveland’s International Marketing Rights to Italy Mean for the Browns

Along with New Orleans, Cleveland now has marketing rights in Italy as part of the NFL’s Global Markets Program.

Sep 28, 2025; Detroit, Michigan, USA; A general view of the Cleveland Browns helmets on the field before the game against the Detroit Lions at Ford Field. Mandatory Credit: David Reginek-Imagn Images | David Reginek-Imagn Images

The NFL’s globalization efforts are constantly being ramped up, and now the Cleveland Browns are serving as ambassadors in opening up another European country as a marketing destination for the league.

Italy has been included for the first time as part of the NFL’s Global Markets Program, and the Browns are one of two teams being awarded marketing rights to that country, with the Saints being the other. 

We are excited to announce that we have been granted marketing rights in Italy 🇮🇹

Through the @NFL Global Markets Program, we are eager to connect with the Italian community, support American football development from youth to elite levels, and grow the Browns global fanbase 🗺️ pic.twitter.com/kK6x8R0pTU

— Cleveland Browns (@Browns) March 30, 2026

By expanding into Italy, the Browns will now be able to “build brand awareness and fandom beyond the United States through fan engagement, events, commercial opportunities and NFL Flag development.”

Cleveland now has marketing rights through the Global Markets Program to two countries: Nigeria and Cleveland. 

What Does Expanding Into Italy Mean for the Browns

Basically, it’s about becoming known to more and more people. More people means more fans, and that translates into more customers. The NFL is the most profitable sports league in the world, and it’s just beginning to tap into revenue streams that seemed closed off for the longest time: foreign markets. 

The NFL understands there is so much money to be made outside the U.S., and that’s why the league has been so persistent with their International Series of games, as well as the Global Markets Program, established in 2022.

Announcing the expansion of the NFL’s Global Markets Program for 2026 🌎🌍🌏

The Global Markets Program (GMP) provides NFL clubs international marketing rights in countries outside of the U.S. to build brand awareness and fandom globally through fan engagement, events,… pic.twitter.com/9PUVsQGg8b

— NFL (@NFL) March 30, 2026

This has left many domestic football fans feeling shunned by the very teams they’ve been rooting for, for years, as the NFL is taking games away from local fans to new venues. The 2026 regular season will feature nine International Games for the first time.

For the average Browns’ fan, having the team acquiring marketing rights in Italy means very little. The big picture, on the other hand, could tell a different story. Owners are laying the groundwork for an 18-game regular season in the near future, something that will happen sooner or later. This expansion is not only meant to increase media revenue, but also create more games subject to international play. Italy might not be on the NFL’s radar at this moment, but it will be in the future, with Milan and Rome as potential sites. 

This is why Italy could be a key European market, and why it’s mildly surprising that the Italian market hadn’t been claimed before. Italy has enjoyed one of the more robust American Football traditions in Europe, with high level local tournaments spanning decades. 

According to the team’s website: “The Browns plan to connect with the Italian community by investing in youth sports development to create pipelines for young athletes to pursue American football at an elite level. Through the next several years, the team will collaborate with local Italian organizations and look to expand their reach by hosting watch parties, establish a Browns Backers chapter, and grow the sport through social and digital engagement.”

Then, there might be a pipeline to bring foreign talent to the NFL. This idea seems outrageous right now, but development takes time. Once upon a time, it also seemed outrageous for the NBA to look for talent outside the U.S. Look where we are now on that front.

Besides Italy, the Browns also have exclusive rights to Nigeria as a Global Market. According to its website, the club's “worldwide reach is reflected in its 29 international Browns Backers chapters including many across Europe such as Spain, Switzerland and the UK.”

Expanding its footprint, which is a minor one at the moment, to Italy is just a small step towards a bigger goal, one that could pay off big time for the Browns and the rest of the NFL, in due time.