New Orleans Saints Granted Italy Marketing Rights

NFL expands Global Markets Program to Italy, Saints' second international territory

Mar. 31, 2026 at 1:10am

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A cubist, geometric painting depicting an American football game, with the field and players broken down into sharp, overlapping planes of navy, gold, and crimson red, capturing the dynamic movement and energy of the sport.The NFL's global expansion efforts, including the Saints' new marketing rights in Italy, aim to bring the sport's vibrant energy and passionate fan culture to international audiences.New Orleans Today

The National Football League has announced the expansion of its Global Markets Program, granting the New Orleans Saints international marketing rights in Italy. This marks the Saints' second international territory within the initiative, following the designation of France in 2023. The selection of Italy underscores the Saints' growing leadership in global engagement and reflects the NFL's recognition of the team's commitment to expanding the sport's international footprint.

Why it matters

The Global Markets Program is a key part of the NFL's strategy to develop international fan bases, deepen club presence abroad, and create new commercial and community opportunities in key global markets. The addition of Italy represents the continued growth of this program and the league's focus on global expansion.

The details

The New Orleans Saints have been awarded Italy as their second NFL Global Markets Program territory, allowing the team to build brand awareness and fandom in the country through fan engagement, events, commercial opportunities, and NFL Flag development. This expansion follows the Saints' previous designation in France in 2023, further solidifying the team's position as a leader in the league's international growth efforts.

  • The NFL's Global Markets Program was launched in 2022.
  • The New Orleans Saints were granted marketing rights in France in 2023.
  • The Saints have now been awarded Italy as their second international territory within the Global Markets Program.

The players

New Orleans Saints

An American professional football team based in New Orleans, Louisiana and a member of the National Football League.

Gayle Benson

The owner of the New Orleans Saints.

Gerrit Meier

The NFL's Managing Director and Head of International.

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What they’re saying

“We are excited to be awarded Italy as our second NFL Global Markets Program territory. Italy's passion for sport and its vibrant communities make this an extraordinary opportunity for our organization. We look forward to connecting the Saints brand with fans in Italy, strengthening ties between our regions, and creating meaningful avenues for investment that support businesses throughout our city and state.”

— Gayle Benson, Owner, New Orleans Saints

“The expansion of the Global Markets Program in its fifth year highlights the continued focus on global growth for the NFL and 32 teams. 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.”

— Gerrit Meier, NFL Managing Director and Head of International

What’s next

The New Orleans Saints will now begin developing their marketing and fan engagement plans for the Italian market, leveraging the resources and support of the NFL's Global Markets Program.

The takeaway

The NFL's continued expansion of its Global Markets Program, including the addition of Italy as the New Orleans Saints' second international territory, demonstrates the league's strategic focus on growing its international fan base and deepening its global presence. This move aligns with the Saints' own ambitions to build their brand and connect with passionate sports fans around the world.