June 12th, 2025
It’s often said that American football is the country’s sport, which is actually true. Just recently, in 2024, St Bonaventure University released a report claiming that about 75% of all Americans were planning to watch the Super Bowl. Interestingly, 53% confirmed that the sport is an important part of their lives, with another 36% considering the Super Bowl a national holiday.
But this enthusiasm is no longer confined to the US borders. Countries like Australia and New Zealand are warming up to the sport, driven in part by the success of athletes such as Australian-born Jordan Mailata, who now plays in the NFL. His journey has inspired a new generation of athletes in the region, showing that a path to the NFL is possible.
This has sparked a ripple effect, as organizations like Gridiron Australia work hard to develop the sport at regional levels. And as American football gains ground in new territories, fans are also engaging more deeply through things like sports betting. Thankfully, there are numerous online sports betting platforms where they can conveniently wager on their favorite teams from anywhere. This way, fans can actually become more connected, encouraging the sport’s further popularity.
How has pop culture helped?
One of the most unexpected catalysts for American football’s rising popularity is global pop sensation Taylor Swift. Her relationship with Kansas City Chiefs’ tight end Travis Kelce has brought a fresh wave of attention to the NFL after the duo began dating in the second half of 2023.
Taylor Swift is already popular, and attending games means more visibility for the NFL. While statistics differ, Presale Code Finder suggests she has over 441 million fans internationally. Think about the multitudes that can see your brand by partnering with such an individual. When Swift attends games, she doesn’t just draw headlines; she brings in entire new demographics.
It is no wonder that some experts suggest Taylor Swift’s effect resulted in a 53% rise in viewership among teenage girls and a 24% uptick in the 18–24 age group. As if that is not enough, sponsorships have surged by 20%.
Roger Goodell, commissioner of the NFL, commented on Swift’s participation, claiming that it creates another group of fans interested in knowing how she shows her support for the sport. Can you imagine that, according to Al Jazeera, this is part of why one of the October 2023 Chiefs games pulled in about 27 million views?
What’s more, Swift has generated an extra $331.5 million in brand value for the NFL and the Chiefs, further emphasizing how she has helped American football become more popular.
Football in the age of inclusivity
There has been a growing emphasis on recognizing the uniqueness of every individual, even in American football. Compared to the 1900s and now, a lot has changed in the NFL. In fact, about four years ago (in 2021), more than seven in ten NFL players were people of color, showing how important this debate has become to the sport.
This allows it to spread across multiple cultures, leading to its greater popularity. USA Football, through its Youth Coach Certification Program, has also certified over 1.2 million coaches across the country’s states and several foreign countries.
Flag football, a non-contact variant, is gaining traction, especially among young athletes. Post University in Connecticut is set to launch the state's first collegiate women's flag football program in 2026, aligning with the sport's debut at the 2028 Summer Olympics.
Similarly, the Utah Girls Tackle Football League, the first all-girls youth tackle football league, boasts over 600 players across 32 teams, further underscoring how this sport is changing to accommodate more fans and players.
Reaching wider audiences
It’s almost impossible to think of a sector that has not been affected by online platforms. And this has been no different in American football. Streaming services like Amazon Prime, Peacock and Netflix have secured exclusive rights to broadcast games, catering to fans who prefer online content. Amazon’s Thursday Night Football broadcasts, which have seen a 20% increase in viewership, are a good example.
Peacock’s exclusive streaming of the NFL’s first-ever game in Brazil received about 14 million views, confirming how online platforms have helped the game advance. Since Netflix has also joined the mix, these platforms will undoubtedly reshape the game’s future.
On top of that, the NFL’s international expansion is also noteworthy. In October 2005, the league organized its first regular-season game (which set a new record for attendance for a football match) outside of the country. A few years later, the International Series was launched during a game in Wembley Stadium in London, England.
This movement continued, with other locations hosting American football matches across the globe, fostering global followership. The Jacksonville Jaguars, for example, have cultivated a strong following in the UK, playing regular games at Wembley Stadium. This actually made them the first team in NFL history to play consecutive fixtures outside America.
Considering these aspects, it shouldn’t be surprising that Statista expects the number of users in the American football market to reach 263.1 million by 2029. Celebrities like Taylor Swift have been drawing masses into the sport through their involvement in different matches.
There has also been a growing emphasis on inclusivity in sports, evidenced by how it’s attracting coaches like Brian Daboll, who were not born in the US. And in the age of online platforms where fans can access entertainment from anywhere, American football now reaches millions of audiences beyond the country’s boundaries.