Why the NFL is quietly growing among Irish sports fans
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In September 2025, American football fans in Dublin had the opportunity to see a National Football League game in person. For the first time in history, Ireland hosted an official NFL regular-season game. Of course, this was a one-time event, but it is part of a long-term strategy by the well-known American organization, which has serious plans for the Irish market.
The NFL’s strategic Pхush into Ireland
The National Football League is actively expanding its international marketing efforts. Ireland is one of the priority areas of this program, as it has very strong cultural and sporting ties with the United States. There are more than enough American football fans in the country, despite fierce competition from Rugby — in which the local national team and clubs have achieved considerable success—and Gaelic sports.
Hosting historic games in Dublin and expanding the fan base
Last September’s game in Dublin wasn’t the first NFL match that Irish fans were able to watch live without leaving the country. In 1997, Croke Park hosted a preseason game between the Pittsburgh Steelers and the Chicago Bears. In addition, over the past decade, well-known American college football teams (Notre Dame, Florida State, and Northwestern) have repeatedly played games and held training camps in Ireland. All of these events have undoubtedly contributed to the growth of the local fan base.
International marketing and partnerships with Irish organisations
NFL rules permit active brand promotion in another country only if the team obtains the appropriate marketing rights. Such authorization makes it possible to:
register official fan clubs;
sell branded merchandise featuring the team’s logo;
enter into sponsorship agreements with local businesses;
organize official events such as training camps or public viewings of games with fan engagement;
invest in the development of local football projects;
open official club accounts on social media.
Clubs that have not received such authorization are not permitted to enter “foreign territory.” The Pittsburgh Steelers, whose owners have local roots, are currently showing the greatest interest in the Irish market. Kansas City, the Dallas Cowboys, the Green Bay Packers, and other teams also have permission to conduct marketing activities in the country.
Popular teams among Irish fans
According to the latest rankings, the top 5 most popular teams in Ireland include:
New England Patriots. A successful team that many began rooting for during the era of Tom Brady, one of the greatest quarterbacks in history, who, incidentally, has Irish roots.
Pittsburgh Steelers. We’ve already mentioned this club’s connection to Ireland, and we’ll discuss it in more detail separately.
Green Bay Packers. The team’s growing popularity is largely due to the contributions of Daniel Whelan, who became the first Irish player in the NFL in 1985. In general, the club has shown interest in local fans, as evidenced by its acquisition of marketing rights.
Dallas Cowboys. The most famous American football team is also very popular in Europe. Its current owner, Jerry Jones, is proud of his Irish heritage and is actively developing the brand in the land of his ancestors through the Global Markets Program.
Kansas City Chiefs. Another successful NFL team is actively competing for the Irish market. The club even has its own official home in Dublin—the legendary Murray’s pub.
Naturally, fans’ interest isn’t limited to these brands, and the list could easily be expanded to include other well-known National Football League teams.
The impact of the first NFL game in Dublin
Now for some details about the historic NFL game in Dublin. On September 28, 2025, the Pittsburgh Steelers faced off against the Minnesota Vikings at Croke Park as part of the NFL regular season. In front of more than 74,000 spectators, the Steelers celebrated a 24–21 victory.
Sold-out Croke Park and global attention
The September game in Ireland generated enormous interest, and not just among local fans. An analysis of ticket-holder data showed that local fans accounted for only 30% of the audience. Approximately 37% of the seats were filled by visitors from the United States, while another 33% of spectators came from other countries. The broadcast of the game generated enormous interest in the United States itself. 9.2 million Americans watched the match live.
According to a study by BDO commissioned by Fáilte Ireland, the event brought Ireland approximately €104.5 million. This was roughly ten times the amount of government investment in the project. Net revenue amounted to €27.7 million, excluding the subsequent multiplier effect on the economy.
How live events turned curiosity into long-term fandom
In addition to the Pittsburgh Steelers vs. Minnesota Vikings game itself, the NFL Dublin football weekend was packed with free events organized by the Irish government and representatives of the American league. According to rough estimates, more than 40,000 people attended these events. One of the main highlights was the launch of a fundraising campaign aimed at promoting flag football in the country.
Henry Hodgson, the NFL’s General Manager for Ireland and the UK, highlighted the importance of this away game for the league itself. He pointed to the significant economic impact of the event and expressed confidence that this is just the first step toward the long-term financial success of American football in the region.
Given the interest shown in the game, it is clear that the Irish really enjoyed the event and would certainly welcome a repeat. It is safe to say that it helped expand the local fan base for the sport. The bookmakers were surely satisfied as well. Ireland’s leading betting companies recorded a significant increase in wagers compared to regular NFL games of the same level.
Cultural links between Ireland and American football
The history of American football in the country dates back to World War II.
Local residents were introduced to the game by U.S. military personnel stationed on the island of Ireland. But it wasn’t until the 1980s that interest in this “parody of rugby” reached new heights, fueled by regular broadcasts on Channel 4, BBC Sport, and other channels. In 1984, the first Irish team—the Dublin Celts—was formed, playing its debut official match a year later. National championships have been held in the country since 1986.
Strong Irish-American connections and shared sporting traditions
But the Irish people’s introduction to American football began long before U.S. military personnel taught them the rules of the game. Irish immigrants and their descendants made an enormous contribution to the development of the sport. They helped make it a truly widespread activity in schools and universities, and later, it gained popularity as a national pastime. Suffice it to say that the first president of the NFL was the son of an Irishman, Joseph Carr, who is known as the “father of professional football.”
Historic ties between teams like the Pittsburgh Steelers and Ireland
The most striking example of the Irish influence in the history of NFL — is the Pittsburgh Steelers. The team was founded by Art Rooney, the son of Irish immigrants. His descendants still run the franchise and its front office today, as noted by Front Office Sports. Pittsburgh has long been home to a strong Irish community. It makes up a significant part of the fan base. In addition, the Rooney family maintains close ties with their ancestral homeland, participating in many charitable initiatives organized by Ireland Funds.
The Pittsburgh Steelers actively promote their brand in Dublin and other cities across the country. Their fan club in the capital is one of the largest in Europe. They are the only NFL team to have played in Ireland twice. Even the team’s traditional black-and-gold colors remind residents of certain counties of its connection to the island.
Grassroots development and youth participation
The popularity of any sport is determined by its mass appeal, and American football is no exception. In Ireland, active efforts are being made to promote the sport.
Growth of flag football programs in schools
Flag football is a non-contact version of the traditional game. Its main advantage is its accessibility to people of all ages, which makes it easy to promote the sport in schools and universities. There are no gender restrictions either. Competitions are quite popular among men, women, and mixed teams alike. The IAFA oversees the development of flag football in Ireland.
It is responsible for school sports programs and organizing amateur tournaments. Recently, the NFL has been very active in its support, as evidenced by the initiatives announced during the league’s September game in Dublin. The NFL Flag program has already been implemented in over 100 schools across Ireland. The goal is to increase the number of players to 50,000 by 2027.
The role of American Football Ireland in building local leagues
American Football Ireland is the national governing body for American football in the country. It oversees all domestic amateur and professional competitions, as well as international events involving Irish teams. Today, the organization is close to becoming an associate member of the International Federation of American Football (IFAF).
Media coverage and social media exposure
Naturally, the NFL is actively working to make its content available to the widest possible audience. This applies to both television broadcasts and all kinds of online channels.
Easier access to NFL games through streaming and broadcasts
In 2026, you can legally watch NFL games via:
DAZN Ireland — a paid streaming service that not only shows all the games of the season but also original American content, including highlights, sports talk shows, and football classic games;
Sky Sports — the channel broadcasts at least 5 regular-season games live each week;
Virgin Media Television — free broadcasts of select playoff games and the Super Bowl.
You can always watch an exciting game at a sports bar, provided you check beforehand to make sure they show the NFL there.
Online communities bringing Irish fans together
You can also stay up to date on the latest news about a regular season game and the NFL playoffs by joining one of the popular online communities:
American Football Ireland (AFI) — the official website of the main national organization;
Irish NFL Show — a media outlet featuring podcasts, videos, and in-depth analysis for die-hard fans;
NFL-Ireland and NFL UK & Ireland — Facebook news channels where you can interact with active members of the fan community.
For fans of domestic competitions, we recommend the Gaelic Gridiron website, which covers AFI league events.
What the future of the NFL in Ireland might look like
The National Football League views the Irish market as one of the most promising in Europe. It is possible that an NFL academy similar to the one already operating in neighboring Great Britain could eventually open here. However, this is not yet on the immediate horizon.
Potential for more regular-season games and events
It’s also unrealistic to expect NFL games to be held in Ireland regularly. There are definitely no such games scheduled for 2026. In the future, it’s certainly possible, but these will again be one-off events. That said, some kind of international series featuring American teams isn’t out of the question.
Expanding participation and fan culture across the country
The growing interest in the NFL should help boost the development of American football in Ireland itself. The local league is growing quite rapidly, and events such as the Pittsburgh Steelers vs. Minnesota Vikings game are sparking interest among younger audiences. Of course, American football is still a long way from matching the popularity of Gaelic sports and rugby, but it is a fact that it has a future in Ireland.
