As the Cleveland Browns continue their commitment to help expand football beyond the United States, the team has been granted international marketing rights in Italy as part of the NFL’s Global Markets Program (GMP). The Browns are one of the two NFL teams that will be given the Italian market in the cycle of the program, which marks the second international expansion of the franchise as well as its presence in Nigeria from 2024.
Launched in 2022, GMP grants NFL teams international marketing rights to build brand awareness and prestige beyond the United States through fan engagement, events, business opportunities and development of the NFL Family. Italy joins the program for the first time this year.
“Our experience in Nigeria has shown us how our brand and soccer can bring communities together while creating meaningful opportunities abroad for young athletes,” said Chief Marketing Officer Brent Rossi. “As we enter the Italian market, we are excited to build on that foundation and connect with new international fans in a way that reflects the Browns and the local Italian culture right here in Northeast Ohio.”
With an increasing number of fans around the world, the Browns know that this is a natural step to expand their presence in Europe, especially in light of the Browns 2025 regular season game against the Minnesota Vikings in London and ongoing efforts in Nigeria. The club’s global reach is reflected in its 29 international Browns Backers chapters including many across Europe such as Spain, Switzerland and the UK.
Acquiring the marketing rights in Italy reflects Cleveland’s long-standing connection to Italian culture with one of the largest Italian American populations in the United States and the city’s historic Little Italy neighborhood. Established in the late 1800s as one of the largest Italian cities, it remains a vibrant center of architecture, culture and annual events that celebrate the shared cultural ties between the two regions.
“The expansion of the Global Markets Program into its fifth year highlights the continued focus on global growth for the NFL and its 32 teams,” said NFL Executive Director and Head of International Affairs Gerrit Meier. “The league’s overall commitment to the Global Markets Program is helping to accelerate the popularity of our league, teams and players around the world, deepen our international profile and bring our game closer to fans around the world.”
The Browns plan to connect with the Italian community by investing in youth sports development to create a pipeline for young athletes to pursue American football at the highest level. Over the next few years, the team will collaborate with local Italian organizations and look to expand their reach by hosting viewing parties, creating a Browns Backers chapter, and growing the sport through social and digital engagement.
In the same way, after being awarded the first international market – Nigeria, the Browns formed an alliance with the Nigerian American Football Association (NAFA) to start initiatives such as Super Bowl viewing parties in Lagos, the Gridiron Gems program, and the support of the national Football teams of Nigeria.
The Browns remain committed to growing the game in Nigeria while expanding efforts in Italy. This new market allows the organization to continue investing in programs that promote the sport and create meaningful connections in both countries, while bringing a little Cleveland to Nigeria and Italy.
For more information, visit @brownsnigeria and @brownsitalia.
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