The Green Bay Packers were awarded marketing rights to Germany, Ireland and the United Kingdom through the NFL Global Markets Program (GMP) program in 2025. The program enables teams to build their brands globally while driving fan growth beyond the United States. All 32 NFL clubs participate with rights currently held across 22 international markets.
The Packers are one of 11 teams in Germany, six teams in Ireland and 10 teams in the UK and may bid on other counties in the future as opportunities continue to grow. The organization initially selected Germany, Ireland and the UK due to the existing fan base, cultural fit and opportunity for further expansion and growth in these countries.
Since being awarded rights, the Packers have engaged in specialized international marketing efforts, including events and programming to connect with current and prospective fans, targeted digital initiatives, specially curated content and other engagement opportunities in each market. The program also allows the Packers to broaden corporate partnerships globally and sell sponsorship rights in these designated markets.
Prior to its involvement in GMP, the team's recent international efforts have included playing two regular season contests internationally, one in London (2022) and one in Brazil (2024) and three international preseason games in Toronto (1997), Tokyo (1998) and Winnipeg (2019). The organization has also been involved in the Global Sports Mentoring Program, a public-private partnership between the U.S. Department of State and espnW that provides international women in sport with mentorship opportunities from American sports industry executives. Packers representatives have also visited Morocco to support "We Can Morocco," an organization that empowers girls and women to realize their potential through leadership courses and American football sessions while also engaging with men to discuss the role they play in advancing gender equality.
First launched in 2022, the Global Markets Program is part of the NFL's long-term, strategic effort to expand internationally. NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each spring. Clubs are awarded rights for at least a five-year term through the program, and during this period can pursue activities in that international market that are consistent with what they can do in their home market.
