The Cincinnati Bengals have been granted international marketing rights in Canada as part of the NFL's Global Markets Program. This allows the Bengals to build brand awareness and fandom in Canada through engagement, marketing, digital and social media content, and NFL Flag development.
"Canada has a great history and passion for football, and we are excited to join the Global Markets Program to further engage with and grow our strong Canadian fanbase," said Bengals Director of Strategy and Engagement Elizabeth Blackburn. "Growing the game globally is an important priority for the NFL. We are excited to be part of the Global Markets Program's expansion to include all 32 teams and look forward to broadening the reach of Who Dey Nation in Canada."
Canada is considered a priority market for the NFL. The Bengals selected Canada as a way to grow the team's brand in a country where an authentic connection already exists. Bengals players Chase Brown and Tanner McLachlan both are Canadian, which has led to content and marketing opportunities with NFL Canada. Brown, along with Ja'Marr Chase, visited Montreal last year to support the Montreal Flag Regional and tour the Montreal Canadiens NHL facilities. The team's 2023 International Fan of the Year John Di Girolamo is part of a passionate fanbase in Canada. Di Girolamo lives in Toronto and travels to Cincinnati for Bengals games as a Season Ticket Member.
"The Bengals' fanbase in Canada is growing," said Di Girolamo. "This will be a great opportunity to help connect Bengals fans across the country and continue to build an international fanbase for the team."
With the addition of the Bengals and two other teams, all 32 clubs will now officially participate in the Global Markets Program across 21 international markets as the NFL continues to prioritize global growth.
"We're thrilled to have all 32 clubs a part of the Global Markets Program in 2025," said NFL Executive Vice President Club Business, Major Events & International Peter O'Reilly. "League-wide club participation in the program underlines the strategic priority both the NFL and its teams share, to invest in global growth. We continue to see strong momentum worldwide and look forward to bringing fans internationally closer to our game, together."
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 a five-year term through the program and during this period can pursue activities that are consistent with what they can do in their home domestic market, in their awarded international markets.
For more information on the Global Markets Program, visit: https://www.nfl.com/international/global-markets-program.
