First NFL game in France

On Sunday, October 25, at 2:30 p.m., the Stade de France will host the first regular-season NFL game ever held in France, between the Pittsburgh Steelers and the New Orleans Saints. This event marks a historic moment for the NFL, as it expands its presence in Europe for the first time with an official regular-season match.

Strategic importance for France

According to Maxime Lebessou, deputy chief executive of SPORTFIVE, hosting an NFL game in one of Europe's largest stadiums places France on equal footing with established markets in the NFL's international strategy. The event is seen as more than just a sporting spectacle, showcasing Paris's ability to host international leagues with the right infrastructure and media exposure.

Beyond the game itself

The support of several national and territorial public actors gives the event a dimension that goes beyond sports, especially after major events like the Olympic and Paralympic Games, and World Cups in football and rugby. However, the first event is only a starting point, and the real challenge is to turn the attention generated into a lasting interest for the NFL in France.

Building an ecosystem

The NFL builds an ecosystem combining broadcasting, hospitality, content, fan experiences, partnerships, merchandising, and the development of practice. The first lever is media, with the kickoff time chosen to be accessible for French audiences, facilitating the discovery of the product and reaching a wider audience than just existing fans.

Local presence and engagement

Another lever is the local presence, with the New Orleans Saints having an exclusive digital partnership that includes a French-language Instagram account. This approach goes beyond the translation of American content, focusing on building an identity and a relationship with fans specifically for the French market.

Expanding contact points

The Parisian strategy is based on the idea that the game is the culmination of a broader presence in the city. Some entry points are directly sports-related, others relate to entertainment, culture, or experience. This multiplication of contact points is essential to reach people who would not spontaneously watch an American football game.

NFL House and fan engagement

The league has its own devices, such as a NFL House created with Adobe, installed at the Pavillon Cambon Capucines, intended for partners, fans, creators, and guests. The Saints House on October 24 is designed as a real life place of the franchise in Paris, allowing fans and curious people to enter the world of the Saints through various activities.

Flag football and future visibility

Flag football plays a special role in this ensemble because it adds practice to the experience. Launched in France in 2023 with the French Federation of American Football, the NFL Flag program has already reached more than 8,000 young people. Its inclusion in the Olympic program in Los Angeles in 2028 is seen as an additional visibility lever.

Opportunities for advertisers

For advertisers, an NFL game in Paris brings together several advantages rarely accessible within the same event, including the event power, the quality of the experience, segmentation, and the amortization of the investment. A well-conceived activation must produce social formats, testimonials, reactions, and stories capable of circulating before, during, and after the event.

Measuring success and future plans

The filling of the Stade de France will remain an indicator, but it mainly measures immediate attractiveness. Serious evaluation takes place on several levels, including media impact, digital engagement, acquisition, and practice. The 2026 edition clearly opens the way; it does not guarantee it. Three conditions must be met, according to Lebessou: the economic, the media, and the popular. Paris checks many boxes, but the decisive condition remains continuity.