Is The NFL A Global Game—Yet? The State Of Its International Brand

GLENDALE, AZ – FEBRUARY 01: Jermaine Kearse #15 of the Seattle Seahawks and Malcolm Butler #21 of the New England Patriots stretch to catch the ball in the third quarter during Super Bowl XLIX at University of Phoenix Stadium on February 1, 2015 in Glendale, Arizona. (Photo by Kevin C. Cox/Getty Images)

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When the Super Bowl begins on Sunday, February 8, 2026, at Levi Stadium in San Francisco, California, it will be the 60th meeting between the top teams in the AFC and NFC. Surprisingly, of the 32 teams in the NFL, only four have never made it to the Super Bowl (sorry, guys): the Cleveland Browns, Detroit Lions, Houston Texans, and the Jacksonville Jaguars. But that’s not the historic milestone this Super Bowl will be celebrating.

The 60th anniversary, or the Diamond Anniversary, as it will be, is a testament to how far the NFL has come. The Super Bowl is no longer simply about a football game. The NFL has grown to make this game one of the most significant events in American culture. It is a lucrative blend of sports, entertainment, and business. It is without question a celebration of cultures and sport on a massive scale that is currently only rivaled by soccer, for its global awareness.

In his discussion of the NFL, Kraft has said, “So long as we can keep growing revenue, we can keep long-term labor peace. We’re gonna push like the dickens now, to make international [exposure] more important with us. Every team will go to 18 [games] and two [exhibition games] and eliminate one of the preseason games. Every team, every year, will play one game overseas. Part of the reason is so we can continue to grow the cap and keep our labor happy. Because we’re sort of getting near the top here, you know, with the [domestic] coverage.”

Kraft’s discourse both warns and lights the path to the milestone that is the Diamond Anniversary year of the NFL’s Super Bowl.

The Super Bowl has always been an economic boon that seeks to expand cultural awareness. This Super Bowl is no different; it is only highlighted by the milestone that has been 60 years in the making.

The NFL Entertainment Spectacle That’s The Super Bowl

Everyone knows you don’t watch the Super Bowl just for the game. The commercials have become as popular as the game itself. But that’s just a side show, the real entertainment (besides the game) is the half-time entertainment, the national anthem singers, and the opening musical acts.

Harkening to Kraft’s call for international exposure, this Diamond Anniversary embraces that inclusion that is at the heart of the unique blend that is American culture.

Charlie Puth

Puth, who gained popularity for his covers on YouTube, is now an acclaimed writer and producer. He will sing the National Anthem.

The anthem was derived from a poem titled “Defense of Fort Henry,” written by Francis Scott Key in 1814. During the War of 1812, the British mercilessly bombarded Fort Henry. But when Key looked out at dawn the next day, the American flag was still flying. He wrote the poem, and it was later set to a popular British tune.

President Hoover made it the national anthem in 1931.

CoCo Jones

Disney star and now Grammy award-winning artist Jones will perform “Lift Every Voice and Sing”. This hymn, often referred to as the Black National Anthem, was written by James Weldon Johnson in 1900. The hymn signifies the struggle and perseverance of Black cultural identity.

Brandi Carlile

Emmy and Grammy award-winning singer, songwriter, and producer, Carlile brings a blend of Americana, classic rock, and folk with her every breath, and will sing “America the Beautiful”. The poem was written by Katherine Lee Bates in 1831 as she traveled from Massachusetts to Colorado Springs. It was published on July 4, 1895, and later combined with a melody written by Samuel A. Ward.

Green Day

California punk rock icons Green Day will perform the pregame opening ceremony. The band is not only a Grammy winner but also a Tony Award nominee for their musical American Idiot. Formed in 1987, the San Francisco Bay trio is coming home to bring the unique blend of punk rock and classic rock to the Super Bowl stage.

Bad Bunny

Global icon, Puerto Rican rapper Bad Bunny, is the highlight of the day, headlining the Super Bowl halftime show. As he himself said on Saturday Night Live, “It’s more than an achievement for myself, it’s an achievement for all of us.”

What’s Next For the NFL

International Expansion

As a brand, like any brand, the NFL seeks to expand. And as Kraft aptly put it, the domestic landscape isn’t enough. The goal is global. This 60th anniversary of the Super Bowl is just a stepping stone to the NFL reaching new audiences, bridging cultural divides, and expanding its reach globally.

The league currently can boast of having players from over 80 different countries, with Nigeria, Canada, Germany, and Australia leading representation. Unfortunately, currently, its international representation (approximately 3%) lags behind MLB (approximately 27%) and the NBA (with approximately 25% international representation). And like most sports, fanbases follow popular players.

The bottom line is revenue. If inclusiveness has to come with it, so be it. But don’t look too closely behind the curtain. Accept and embrace what the reach for more revenue hands us.

In a league that includes players from all over the globe, the milestone is that it is attempting to drag all of its fans into the reality of cultural blending, which is the bedrock of America, sports, and entertainment.

So sit back, cheer for the Seattle Seahawks or the New England Patriots, and look forward to the NFL’s blitz on global domination.