As the Cleveland Browns continue their commitment to help expand football beyond the United States, the club has been granted international marketing rights in Italy as part of the NFL's Global Markets Program (GMP). The Browns are one of two NFL teams to be awarded the Italian market this program cycle, marking the franchise's second international expansion alongside its existing presence in Nigeria since 2024.
Launched in 2022, the GMP awards NFL clubs international marketing rights to build brand awareness and fandom beyond the United States through fan engagement, events, commercial opportunities and NFL Flag development. Italy joins the program for the first time this year.
"Our experience in Nigeria has shown us how our brand and football can bring communities together while creating meaningful opportunities abroad for young athletes," Chief Marketing Officer Brent Rossi said. "As we enter the Italian market, we're excited to build on that foundation and connect with new international fans in a way that reflects both the Browns' identity and the local Italian culture right here in Northeast Ohio."
With a growing global fan base, the Browns know this is a natural step in broadening their presence in Europe, especially following the Browns 2025 regular-season game against the Minnesota Vikings in London and the ongoing efforts in Nigeria. The team's worldwide reach is reflected in its 29 international Browns Backers chapters including many across Europe such as Spain, Switzerland and the UK.
Attaining 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 country's major Italian settlements, it remains a vibrant hub of architecture, tradition, and annual events celebrating the shared cultural ties between the two regions.
"The expansion of the Global Markets Program in its fifth year highlights the continued focus on global growth for the NFL and 32 teams," said NFL Managing Director and Head of International Gerrit Meier. "The league-wide commitment to the Global Markets Program is helping to accelerate fandom of our league, clubs and players around the world, deepening our international footprint and bringing our game closer to fans globally."
The Browns plan to connect with the Italian community by investing in youth sports development to create pipelines for young athletes to pursue American football at an elite level. Through the next several years, the team will collaborate with local Italian organizations and look to expand their reach by hosting watch parties, establish a Browns Backers chapter, and grow the sport through social and digital engagement.
Similarly, after being granted its first international market - Nigeria, the Browns developed a partnership with the Nigerian American Football Association (NAFA) to launch initiatives such as Super Bowl watch parties in Lagos, the Gridiron Gems program, and support of Nigeria's Flag Football national teams.
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 elevate the sport and create meaningful connections in both countries, while bringing a bit of Cleveland to Nigeria and Italy.
For more information, visit @brownsnigeria and @brownsitalia.
