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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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Wheelchair curler Steve Emt’s path from drunk driver to three-time Paralympian

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Wheelchair curler Steve Emt’s path from drunk driver to three-time Paralympian

American Steve Emt competes in Sunday’s mixed doubles match against Italy, which the U.S. won.

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Anyone watching the Winter Paralympics has probably taken note of Steve Emt, who — along with Laura Dwyer — is representing Team USA in the Games’ first-ever mixed doubles event.

Their performance is one thing: The pair notched three dramatic, back-to-back wins in the round-robin tournament to reach the semifinals, marking the first time the U.S. has qualified for a medal round in wheelchair curling since the 2010 Paralympics.

After losing to Korea in the semifinals, Emt and Dwyer will face Latvia in the bronze medal match on Tuesday, in the hopes of winning the U.S. its first Paralympic medal in wheelchair curling.

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But it’s their teamwork and attitude on ice that really set them apart. Emt, in particular, has charmed the internet, with his booming baritone delivering a steady stream of encouragement to his doubles partner and demands to the granite stones they’re sliding (“curl!” “sit!”).

“I have three older siblings. I was always on the basketball court getting beat up by them, so I had to assert myself on the court, around the kitchen table, everything,” he said when asked about his deep voice this week.

Steve Emt and Laura Dwyer celebrate during a match this week.

Steve Emt and Laura Dwyer have made sure to celebrate their wins, of which there have been many throughout this wheelchair curling mixed doubles round-robin tournament.

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While Emt, 56, is competing in a new event, he’s no stranger to the sport: The 10-time national champion and three-time Paralympian is the most decorated Paralympic curler in U.S. history.

But he didn’t know what curling was until he got recruited off the street just over a decade ago.

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Emt, who is 6 feet, 5 inches tall, was enjoying a day in Cape Cod, Mass., in 2013 when a stranger with slicked-back hair approached and asked if he was local. Emt replied that he lived in Connecticut and suspiciously asked why.

“He said, ‘Well, I train with the Paralympic rowing team here in the Cape. I saw you pushing up the hill back there. With your build, I could make you an Olympian in a year,’” Emt recalled, referring to his wheelchair. “And I heard ‘Olympics,’ I’m like: Let’s go. What the hell is curling?”

After their conversation, Emt drove home and did some research, confirming that curling was not related to weightlifting, as he originally suspected.

“I went back two weeks later and I threw my first stone, and it just bit me,” he said.

Before long, Emt was making the two-and-a-half-hour drive to Massachusetts to spend the weekend training with that stranger-turned-coach, Tony Colacchio. He made the U.S. wheelchair curling team in 2014 and competed at his first world championship in 2015. Emt made his Paralympic debut in Pyeongchang in 2018, five years after that fateful encounter.

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Emt, speaking to reporters in October, said the sport of curling has changed him as a person, mellowing him out. But the existence of the sport as a competitive outlet for athletes with disabilities changed his life.

Emt had been an all-star high school athlete, an Army West Point cadet and a UConn basketball walk-on before a drunk driving incident paralyzed him from the waist down at 25 years old.

“I’m a jock … I need to compete, and I didn’t have anything going on in my life,” Emt said. “Seventeen years after my crash, I had a hole, and then [Colacchio] came along and stalked me into the sport.”

By that point, Emt had spent years working as a middle school math teacher, a high school basketball coach and a motivational speaker. The latter has been his full-time job for almost a decade, taking him to over 100 schools across the country each year. He tells those teenagers about the chance Colacchio took on him, encouraging them to “be a Tony.”

“Go sit with that kid at lunch that’s sitting alone … smile [at] somebody in a hallway, get your heads out of your phones, get your heads out of the sand,” he continued. “We’re all going through something … and a simple ‘hello’ or ‘good morning,’ it could change their day. It could change somebody’s life.”

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Why Emt now shares his story 

This is the third Paralympics for Emt, who is already eyeing Salt Lake City 20

This is the third Paralympics for Emt, who is already eyeing Salt Lake City 2034.

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Emt wasn’t always so willing to open up. For the first half a year after his 1995 crash, he told everyone a deer had run in front of his car rather than admit he had gotten behind the wheel drunk.

“I was lying to myself, I was lying to everybody around me,” he said. “I didn’t want kids to look at me in my hometown, in the state, and everyone around the country, as a drunk driver. I wanted them to look at me as a stud athlete and a great person.”

Emt had been a “stud athlete”: His talents in high school basketball, soccer and baseball made him a star in his hometown of Hebron, Conn., and earned him a spot on the basketball team at West Point.

But he dropped out two years later, after his father’s sudden death from a heart attack. He went home to Connecticut and eventually enrolled at UConn, where he walked on to its storied basketball team, joining future NBA greats like Donyell Marshall. Emt says, with a chuckle, that he had 38.7 seconds of playing time in his two years.

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Emt was wearing his Big East championship jacket the night of his 1995 accident, which he says left him for dead on the side of the highway. When he woke up from a coma a few days later, he learned he would never walk again.

And he didn’t want to tell people why, until a newspaper reporter approached him six months later wanting to tell his story — and encouraged him to be honest. He said the opportunity to “come clean” helped him accept what he’d done and forgive himself.

“That’s my label: Yeah I’m a curler, yeah I’m a speaker, yeah I’m a drunk driver,” he said. “I’m in a wheelchair because of a drunk driving crash, and I want you to know it and I want you to learn from me.”

Emt first got into motivational speaking about eight months after his accident, and has been doing it ever since. He calls it his therapy.

He says that and curling — which is about shaking hands with competitors instead of smack-talking them — has helped him slow down and appreciate the little things. Relocating to Wisconsin and the chiller pace of Midwest life has also helped. And he says he cherishes the platform that curling has given him.

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“I want people to know: ‘Hey, when you’re ready to talk, I’m here for you.’ This is what I do, from my speaking to my curling, whatever it is, there are so many opportunities to be successful again,” he said. “When you wake up and you’re told you’re never going to walk again, it’s like, what do I do now? … And I just want people to know that there are so many avenues out there, so many things to do.”

Emt, the oldest Paralympian on Team USA, originally aimed to make it to three Games. But he’s now eyeing even more, as he’d like to compete on home turf in Salt Lake City in 2034 (two Games away).

“I’m going to be like 90 years old competing at the Paralympics,” he laughed.

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Map: 2.3-Magnitude Earthquake Reported North of New York City

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Map: 2.3-Magnitude Earthquake Reported North of New York City

Note: Map shows the area with a shake intensity of 3 or greater, which U.S.G.S. defines as “weak,” though the earthquake may be felt outside the areas shown.  All times on the map are Eastern. The New York Times

A minor, 2.3-magnitude earthquake struck about 12 miles north of New York City on Tuesday, according to the United States Geological Survey.

The temblor happened at 10:17 a.m. Eastern in Sleepy Hollow, N.Y., data from the agency shows.

The Westchester County emergency services department said in a statement that it had not received any reports of damage.

As seismologists review available data, they may revise the earthquake’s reported magnitude. Additional information collected about the earthquake may also prompt U.S.G.S. scientists to update the shake-severity map.

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Source: United States Geological Survey | Notes: Shaking categories are based on the Modified Mercalli Intensity scale. When aftershock data is available, the corresponding maps and charts include earthquakes within 100 miles and seven days of the initial quake. All times above are Eastern. Shake data is as of Tuesday, March 10 at 10:30 a.m. Eastern. Aftershocks data is as of Tuesday, March 10 at 2:18 p.m. Eastern.

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Ed Martin, outspoken Justice Department lawyer, is formally accused of ethical violations | CNN Politics

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Ed Martin, outspoken Justice Department lawyer, is formally accused of ethical violations | CNN Politics

Ed Martin, an outspoken Trump administration official, is facing attorney discipline proceedings in Washington, DC, for a letter he sent to Georgetown Law about its diversity programs, the district’s professional conduct investigator announced on Tuesday.

Martin is formally accused of violating his ethical codes as an attorney for telling Georgetown Law’s dean last year that his Justice Department office wouldn’t hire students because of the school’s diversity, inclusion and equity initiatives programs, according to the filing from Hamilton Fox, the disciplinary counsel for DC who acts as a quasi-prosecutor on attorney discipline matters.

Unlike unsolicited complaints, Fox’s formal disciplinary complaint kicks off professional conduct proceedings for Martin in which he will need to respond and could be sanctioned or ultimately lose his law license.

Fox’s announcement on Tuesday marks the first major bar discipline proceeding against a high-profile administration official or attorney supporting President Donald Trump during Trump’s second term. Several Trump lawyers faced disciplinary proceedings after the efforts to overturn Joe Biden’s victory in the 2020 presidential election, including Rudy Giuliani, who lost his law license.

“Acting in his official capacity and speaking on behalf of the government, he used coercion to punish or suppress a disfavored viewpoint, the teaching and promotion of ‘DEI,’” Fox wrote in the complaint. “He demanded that Georgetown Law relinquish its free speech and religious rights in order to continue to obtain a benefit, employment opportunities for its students.”

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Martin was removed from the top prosecutor job in DC after senators made clear he would not be confirmed to the role, but has remained at the Justice Department in several roles, including as pardon attorney.

“Mr. Martin knew or should have known that, as a government official, his conduct violated the First and Fifth Amendments to the Constitution of the United States,” Fox wrote.

Martin is being represented by a Justice Department attorney, a source told CNN.

A spokesperson for DOJ attacked Fox’s complaint. “The DC bar’s attempt to target and punish those serving President Trump while refusing to investigate or act against actual ethical violations that were committed by Biden and Obama administration attorneys is a clear indication of this partisan organization’s agenda,” DOJ said.

Martin had sent the letter to Georgetown Law while serving temporarily as US attorney for DC, a prominent Justice Department position, and told the school his federal prosecutors’ office wouldn’t hire Georgetown’s law school students. It came at a time when the Trump administration was beginning to crack down on universities for their DEI efforts.

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In his letter, Martin claimed a whistleblower told him that the school was teaching and promoting DEI.

Martin also violated attorney ethics rules by contacting judges of the DC court directly, Fox alleged, rather than going through official channels, once he was informed he was under investigation for his professional conduct. The DC Court of Appeals ultimately signs off on attorney discipline findings.

Early last year, Fox’s office had formally asked Martin to respond to a complaint it received by a retired judge regarding the Georgetown letter.

Martin instead wrote to the judges on the DC court complaining about Fox.

“In that letter, he stated that he would not be responding to Disciplinary Counsel’s inquiry, complained about Disciplinary Counsel’s ‘uneven behavior,’ and requested a ‘face-to-face meeting with all of you to discuss this matter and find a way forward,’” Fox wrote.

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“He copied the White House Counsel ‘for informational purposes because of the importance of getting this issue addressed,’” Fox said.

The top judge in the DC courts told Martin the court wouldn’t meet with him about the disciplinary matter and that he would need to follow procedure.

With Fox’s complaint, there will now be several steps ahead of bar discipline authorities looking at Martin’s action, and Fox didn’t specify how Martin should be reprimanded or punished if the discipline boards and the court ultimately determine he violated his ethical codes.

Spokespeople for the Justice Department didn’t immediately respond to requests for comment on Tuesday morning.

In recent days, Attorney General Pam Bondi announced her office would have a more powerful role in reviewing attorney discipline complaints against Justice Department attorneys, potentially setting up an approach that could keep the department at odds with the bar on behalf of DOJ attorneys facing their own individual disciplinary proceedings.

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CNN’s Paula Reid contributed to this report.

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