Stade de France hosts NFL match

On October 25, 2026, the Stade de France will host a match between the Pittsburgh Steelers and the New Orleans Saints. This event marks the NFL's return to Europe after a previous venture ended in 2007.

NFL's revenue model

The NFL generates $14.5 billion in revenue annually, with $453.2 million allocated to franchises for TV rights and sponsorships, an increase of 4.8% compared to the previous year. Club sponsorships alone reached $2.7 billion, showing growth of 8 to 11% depending on the metric.

NFL's European strategy

Unlike its previous European venture, which ended in $400 million in losses, the NFL now focuses on selling a media product through streaming, rather than just hosting a championship. The league is willing to accept initial losses as part of its expansion strategy.

Broadcasting agreements

In July 2026, three broadcasting agreements were announced. beIN Sports, which has been the NFL's European broadcaster since 2012, expanded its coverage. France Télévisions and L'Équipe will also broadcast the match live, using a free-to-air model to reach a broader audience.

French subsidiary and leadership

On September 14, 2026, the NFL appointed Matthieu Maignal as director of its French subsidiary, a newly created position. Maignal, with experience in commercial partnerships for Ligue 1 and Ligue 2, will oversee the opening of an office in Paris.

Ticket sales and pricing

Ticket sales for the match opened on July 16, with nine categories priced between €91.22 and €425.75 in "all-in" pricing. If the average ticket price reaches €190, the total revenue from ticket sales could exceed €15 million.

Commercial and retail activations

The NFL's commercial setup includes hospitality packages through Ticketmaster and travel offers from several companies. Retail activations include an NFL Shop presented by American Express and an NFL House Paris created with Adobe. Fear of God also launched a line called NFL Paris Essentials.

Cultural legitimacy and halftime show

The NFL is focusing on cultural legitimacy by featuring Burna Boy in the halftime show. This performance is part of a record seven halftime shows across seven countries and four continents during the 2026 international season.

Grassroots and youth engagement

The NFL Flag program, launched in France in 2023, has reached over 8,000 children. The French Football Federation for American Football (FFFA) reported 33,558 licenses for the 2025 season, a 12% increase from the previous year. The 500 reserved spots for FFFA members sold out quickly.

Economic impact and setup

The expected economic impact of the match in Paris is estimated between €60 million and €100 million, based on precedents from Germany and Spain. The NFL's setup in Paris is considered unusually coherent, combining a historic paying broadcaster, free channels, and a growing local fan base.