Touchdown Diplomacy: American Football on the World Stage

In recent years, sports have emerged as a powerful tool for diplomacy, and the National Football League (NFL) has championed the movement. The evolving dynamics of international relations demand creativity and innovation in how we present American values to the world. Football provides an avenue for Americans to leverage soft power tools, connect people, shape global perspectives, and create economic opportunities through international engagement. 

As purveyors of cultural diplomacy, Meridian brought together political, cultural, and sports leaders who believe in the power of culture to influence global affairs. 

With an introduction from Meridian Trustee DeDe Lea, featured speakers included:  H.E Geraldine Byrne Nason, Ambassador of Ireland to the United States, Judy Batista, Senior National Columnist, NFL.com, Efe Obada, Free Agent, National Football League; and Peter O’Reilly, Executive Vice President, Club Business, Major Events & International, National Football League. 

Here are some top takeaways from the program:

1.  Football is Going Global  

A major milestone in NFL diplomacy came in 2005, when the first American football game was played outside the U.S. in Mexico, in front of 100,000 enthusiastic fans. In 2007, the International Series began, featuring games in Brazil, the U.K., Germany, and Spain. The next game, scheduled for Ireland in 2025, is generating high expectations. Given the success of these events, the NFL will expand further with a game in Australia in 2026, laying the groundwork for a truly global sports property market.  

2. Sport’s Soft Power and Seamless Cultural Integration

Today, the NFL is recognized as a soft power tool that promotes American culture in a non-threatening, inclusive way much like jazz and Hollywood have done in the past. Football is helping to reshape global perceptions of Americans, breaking down stereotypes and presenting a more collaborative and inclusive image. Irish Ambassador Geraldine Byrne Nason described how Ireland has embraced American football as part of a broader cultural exchange, not as an intrusion. Games bring tourism, political engagement, business, and shared celebration.  

3. Providing Positive Pathways for International Youth

Once seen as inaccessible and overly physical, American football is now becoming more inclusive and culturally relevant especially among youth in countries like Ireland and the U.K. Efe Obada, who entered the league through the International Player Pathway Program (IPPP), shared how the NFL changed his life. His journey illustrates the power of opportunity and representation, especially for communities lacking traditional pathways into the sport. Success stories like his inspire new generations and demonstrate how American football can offer life changing opportunities. 

4. Long Term Partnerships 

The NFL’s international efforts go beyond playing a game and returning home. The league is committed to building lasting relationships with local governments, clubs, and communities. The goal is to make a long-term impact, not just a fleeting spectacle. This strategy is not only about cultural and diplomatic influence; it also opens doors to new business opportunities, boosts tourism, and increases global engagement. The NFL aims to establish an international league, form multiyear partnerships, and make American football a sustainable, community integrated sport abroad. 

5. The Expansion of the Fandom 

Social media has played a pivotal role in the expansion of the football fan base. NFL fans outside the U.S often first engage via memes and highlight reels, not the traditional game broadcast. These international fans then become integrated into American culture and traditions. Peter O'Reilly recalls a moment during the first game in Munich, Germany when the entire stadium sang "Country Roads” and continued to belt it out as the play began on the field. He said the powerful moment of unity gave him goosebumps.