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NFL pushes to build global audience with more games outside US

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NFL pushes to build global audience with more games outside US

The National Football League could treble the number of games it stages outside the US as part of ambitious plans to build a global audience for America’s most popular sport.

The NFL, the richest sporting contest in the world, already stages games in the UK, Germany and — for the first time — this year, in Brazil, and will add a Spanish fixture in 2025. But the league’s leadership have raised the prospect of taking the annual total number of international games to 16 in future, up from five this year and as many as nine next year.

“We know our position. We’re not number one in these countries, but we’ve got a fan base who’s hungry for more NFL,” said Peter O’Reilly, who oversees the league’s international strategy. “It’s not as though fans can only be a fan of one sport . . . You’ve got passionate soccer football fans around the world who can walk and chew gum. They love their sport, and they’re drawn to the uniqueness of our sport.”

The NFL’s domestic media rights deals are worth $110bn over the 11 years through 2033. The league is looking beyond its stronghold in North America as sports leagues compete to build global brands and audiences in search of higher media and commercial revenues.

Hunter Henry of New England Patriots and Julian Blackmon of Indianapolis Colts battle for the ball during an NFL match at Deutsche Bank Park © Mario Hommes/DeFodi Images via Getty Images

On Sunday, the New England Patriots will take on the Jacksonville Jaguars at north London’s Tottenham Hotspur Stadium, the final showdown in a trio of high-stakes matches in the UK capital. The NFL has been hosting games in London since 2007.

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According to ticket seller Viagogo, UK-based fans accounted for 53 per cent of ticket sales for the three London games, the first time they’ve outnumbered international purchasers. Overall, Viagogo reported a 41 per cent year-on-year increase in international NFL ticket sales on its platform for 2024-25, driven by the overseas games.

The NFL’s international push has helped fuel a race among European football clubs to build new infrastructure to host lucrative fixtures. Next year’s Spanish game will be held at Real Madrid’s Santiago Bernabéu, which recently underwent a €1.2bn renovation. The Carolina Panthers and New York Giants are heading to Germany next month to play at Bayern Munich’s home ground.

“There’s a real curiosity factor in Europe and, frankly, the rest of the world,” Mark Shapiro, president of media, sport and talent group Endeavor, told the FT. “They know what it is, it’s a proven commodity, it’s a winning franchise and winning platform, and they want to get their own taste of it.”

Overseas matches are only one piece of the NFL’s growth plans. Flag football — a non-contact version of the sport — is gaining ground at schools in the UK, aided by the NFL’s charitable arm. This week, Prince William played catch at a flag football event organised by the NFL’s charitable arm in south London.

Prince William played the role of quarterback, hurling the ball to a team-mate
Prince William played the role of quarterback, hurling the ball to a teammate © Kin Cheung/Pool/Getty Images

Flag football was a “priority” for the NFL, O’Reilly said, particularly ahead of its Olympic debut at LA 2028. He saw this version of the sport as the “most accessible way to scale participation around the world” and hoped it could stay on the Olympic programme in Brisbane four years later.

“You look at that beach volleyball venue near the Eiffel Tower and that inspires you to think about, OK, what could a flag football venue look like in LA? How do you create that energy?”

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Grassroots initiatives are key to ensuring that the NFL attracts new fans and participants around the world. Initiatives such as the NFL Academy, which has an elite development programme for student athletes at Loughborough University in the English Midlands, are designed to ensure that the NFL builds on the interest that its overseas matches create.

“We’re committed to [the UK market] for the long haul,” O’Reilly said. “The focus is on deepening the connection with fans and building something lasting, rather than just making a splash.”

The NFL’s current UK broadcast deal with Sky Sport — worth some $25mn annually — is set to end this season. ITV, a free-to-air broadcaster, screens the Super Bowl and two London games. Separately, UK fans can also watch via streamer DAZN, through a 10-year international rights deal that started in 2023.

Philadelphia Eagles fans cheer after a 34-29 victory against the Green Bay Packers at Arena Corinthians in Sao Paulo, Brazil
Philadelphia Eagles fans cheer after their team beat Green Bay Packers at Arena Corinthians in São Paulo — the first NFL match played in Brazil © Pedro Vilela/Getty Images

O’Reilly said the league would consider a mix of streamers and traditional broadcasters when it came to renegotiate its UK rights.

“From a marketing standpoint, from a fan engagement standpoint, getting that teenage, early 20s fan to connect with the NFL in the way they may have fallen in love with it on free-to-air TV in the past, we’ve got to strike the right balance there.”

The most recent Super Bowl attracted 3.4mn unique viewers on Sky and ITV, making it the most watched NFL game on record for the two broadcasters.

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The NFL’s domestic media rights will generate $110bn in revenue over the 11 years through 2033, and now include games carried on Netflix, Amazon, YouTube and several television networks.

The NFL’s expansion comes at a time when rival sports leagues are competing hard to reach global audiences, as streaming and social media open up new opportunities to attract new fans.

European soccer clubs hold pre-season friendlies and exhibition matches in the US, but they have been more cautious about staging official games abroad because of regulatory obstacles and sensitivities relating to passionate local fans.

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Graham Platner makes it official in Maine, submitting paperwork to leave Senate race

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Graham Platner makes it official in Maine, submitting paperwork to leave Senate race

Now-former Democratic Senate candidate Graham Platner speaks at his primary election night event on June 9 in Blue Hill, Maine. Platner officially dropped out of the race July 10 following rape allegations from a former romantic partner that he denies.

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Graham Platner, Maine’s Democratic nominee for Senate, is officially out of the race.

The Maine Secretary of State said Platner filed the necessary paperwork to withdraw his candidacy two days after he announced he planned to do so following an accusation of rape by a former romantic partner. Platner denies the allegation.

The Maine Democratic Party has until July 27 to pick Platner’s replacement.

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In his withdrawal notice, Platner said “people are desperate for change” and that’s why they voted “for a new kind of politics” by making him the Democratic nominee. He expressed gratitude for those who supported his campaign and said that he will continue to fight for “the movement we have built together and the future we believe in.”

He ended his notice with a strong statement aligned with the progressive platform.

“F*ck ICE. Free Palestine. Up the Hearts.”

Platner announced his plan to withdraw from the race in an 11-minute video he posted to social media on July 8. He said he had no choice but to suspend his campaign, citing it was no longer viable financially.

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“We are going to lose our ability to fundraise. We are going to lose our ability to access voter data. We are going to lose all of the things that any campaign needs on the basic level simply to function,” he said.

Platner added that dropping out was not an admission of guilt. Rather, the decision, he said, is to keep the progressive movement in Maine alive to defeat Republican Sen. Susan Collins in November. Platner blamed the “political establishment” for his downfall and argued the goal was to force him out of the race.

“We built a campaign. We engaged in electoral politics. We motivated people. We banded together. We did it the way that we were told we are supposed to make change and we won. And now they are not going to let us have it. Not if it’s me,” he said.

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Waymo called the cops on teen riders, raising privacy concerns

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Waymo called the cops on teen riders, raising privacy concerns

A Waymo robotaxi drives in San Francisco’s North Beach neighborhood this week.

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Police in San Mateo, Calif., posted Monday on social media that they had apprehended a pair of teenagers from a Waymo driverless robotaxi after the company alerted authorities to suspected criminal activity. It’s the latest incident involving video surveillance of passengers and others by autonomous vehicles — raising questions about the limits of privacy in such vehicles.

The Facebook post by the San Mateo County Police said: “Parents do you know where your teens are? @waymo does!”

The 15-year-olds were allegedly drinking alcohol and shooting toy guns from the car, according to the police. They said Waymo’s systems detected behavior that then triggered a safety response, after which the company disabled the vehicle and contacted police.

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Waymo’s cars, equipped with an array of cameras, microphones and other sensors to monitor passengers and other nearby vehicles, are becoming more common in cities across the United States. Experts say the detention of the two teens in San Mateo highlights a potential — but not inevitable — trade-off between privacy and convenience. It also questions the extent to which companies similar to Waymo are required to hand over private data, including audio and video of passengers, in situations where a crime is suspected.

NPR reached out to Waymo, which is owned by Alphabet, the parent company of Google, for comment on the details of the San Mateo incident and how the company responded, but did not hear back. But on its website, the company says that as many as 29 cameras in its autonomous cars provide an all-around view and “are designed with high dynamic range and thermal stability, to see in both daylight and low-light conditions, and tackle more complex environments.”

“There already exist laws that govern duty to report or even duty to protect” for carriers such as Waymo, according to Alessandro Acquisti, a professor of information technology at the MIT Sloan School of Management. “The privacy problems arise when and if driverless carrier companies used such laws or ethical obligations as a pretext for blanket, indiscriminate accumulation of identifiable data for unspecified future purposes.”

That includes not just monitoring people inside the cars, but outside too. Take, for example, a hit-and-run investigation last year in Los Angeles. Media reported that the police inquiry was aided by video captured by a Waymo taxi that had a clear view of the crime. Critics suggested at the time that authorities were using the company’s vehicles as a mobile surveillance platform. And during 2025 protests in Los Angeles against Immigration and Customs Enforcement crackdowns, demonstrators vandalized Waymos, apparently angry that video recorded by the vehicles could be used by police, although there is no evidence that happened.

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Trump fires last members of election commission, inciting fears of midterm ‘chaos’

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Trump fires last members of election commission, inciting fears of midterm ‘chaos’

Donald Trump has terminated the remaining members of the independent, federal commission that assists election administration officials nationwide just a few months before the midterm elections, multiple outlets reported Thursday.

The remaining three commissioners of the four-member bipartisan commission ⁠were forced out on Thursday in different ways. The one Republican appointee resigned and the other ⁠two, Democratic appointees were notified of their terminations via email from ​the White House presidential personnel office.

“On ‌behalf of President ‌Donald J Trump, I am writing to inform you that your position ‌as Commissioner of the Election Assistance Commission is terminated, effective immediately. Thank you for your service,” the email, seen by Reuters, said.

The White House did not immediately respond to a request for comment.

The Election Assistance Commission serves as a “national clearinghouse of information on election ‌administration”, accredits testing laboratories and certifies voting systems, and maintains the national mail-voter registration form developed by the National ​Voter Registration Act of 1993, according to the commission’s website. The terminations follow Trump and top administration officials’ advocacy to change vote-by-mail requirements and investigations into the 2020 election outcome, which Trump lost to Democrat Joe Biden.

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“It is ⁠irresponsible and dangerous that this Administration remains dead set on ​causing chaos for ​our election officials across this ​country,” Arizona secretary of state Adrian Fontes said in a ​Thursday statement. “This ‌move undermines the integrity ​of nonpartisan ​election administration.”

The 2002 law that established the commission, the Help America Vote Act, states the president can appoint replacements to the commission.

It is unclear how Trump will move ahead with the commission.

Reuters contributed reporting

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