Sometimes it feels like the NFL just can’t sit still — and for fans who’ve been hoping to see American football take root in new parts of the world, that’s definitely something to get excited about. 

The Washington Commanders, San Francisco 49ers, and Los Angeles Rams are diving headfirst into new territory, with freshly granted international marketing rights in the United Arab Emirates (UAE). It’s more than just a headline — it’s a real sign that things are shifting, and it puts these teams (and the league) right in the middle of a bold new chapter for football.

If you’ve been following the NFL’s global ambitions for a while, you know they’ve already tested the waters in places like London, Germany, and even Mexico in the past. Now, with the UAE stepping into the spotlight, it’s starting to look like the Middle East could be the next frontier for American football — and maybe even a setting for future regular season games.

Launched in 2022, the Global Markets Program (GMP) was designed to help NFL clubs expand beyond the U.S. in a big way. As the league continues to build brand awareness overseas, the UAE has emerged as a prime destination. 

The NFL Plants Its Flag: Marketing Rights in the UAE

So why did the Commanders, 49ers, and Rams get the nod? Well, each team has shown a willingness to invest in overseas fan bases, and the league clearly believes these markets could be goldmines for football growth.

Commanders owner Josh Harris spoke about what it means for his franchise:

"The Washington Commanders are excited to join the NFL's Global Markets Program and become one of the first teams to expand our marketing and fan engagement efforts into the UAE, an increasingly influential financial, economic and sports hub."

These marketing rights basically allow the teams to build deeper connections with UAE-based fans. That means everything from hosting local fan events to sponsoring youth flag football programs — ideal ways to spark interest and build loyalty in a region where soccer reigns supreme.  

Abu Dhabi and Dubai in the Spotlight

Now, whenever the NFL announces international marketing rights in a new country, speculation immediately kicks into high gear about actual regular season games being played there. And let’s be honest, that’s the headline people care about. 

Abu Dhabi and Dubai are two of the most likely candidates, mostly because they already host huge sporting events. If you can successfully stage a Formula One race or high-profile soccer tournament, then you've proven you can handle a single NFL regular season game.

Still, the NFL remains cautious. "We don’t know the timing, and it’s really an ‘if’ in terms of whether we’ll play a game there," admitted Peter O’Reilly, one of the NFL’s top decision-makers. 

Yet, in the same breath, O’Reilly acknowledged the league’s interest in the region: "But I will say is that’s a market where there’s strong interest in our game, strong interest in growing our game on a year-round basis."

The league has already sent officials to check out potential facilities and assess what it might look like to host regular season matchups. While nothing is set in stone, where there’s smoke, there’s usually fire.

Why the UAE? A Fertile Ground for NFL Expansion

One reason the NFL is so intrigued by the UAE is that the country is an economic powerhouse. Abu Dhabi, for instance, regularly ranks among the world’s wealthiest cities. That kind of financial influence naturally draws the attention of major sports leagues. 

Add in a growing sports culture — highlighted by big-time events like the NBA’s preseason showcases, major UFC fights, WWE matches, and the ever-popular Formula One Grand Prix — and you have a recipe for a market hungry for new experiences.

Plus, from a geographical standpoint, the UAE is smack in the middle of a region that’s still relatively untapped by the NFL. If football gains traction here, it could spark interest in neighboring countries, turning the Middle East into one of the league’s most promising international frontiers.

Navigating the Challenges

Of course, it’s not all sunshine and roses. First, there’s the obvious time zone headache. Games that air on a Sunday afternoon in the U.S. would happen late at night in the UAE — or early in the morning, depending on how they schedule them. That’s great for some fans, but it can be a real pain for prime-time broadcasting back home.

Then there’s the issue of home games. If, say, the Commanders decide to play a regular season game in Dubai, that’s one less home game for the local fan base in the States. Some team owners might hesitate at the idea of giving up a home game, knowing it means losing out on a full stadium’s worth of revenue — concessions, parking, merchandise, you name it. For franchises already operating on tight margins or focused on local fan experience, that trade-off isn’t an easy sell.

We also have to address the “sportswashing” debate. The UAE, like other countries, has faced allegations of human rights violations, and critics worry that high-profile sporting events can sometimes gloss over serious issues. 

The NBA has faced similar chatter, and the NFL knows these concerns aren’t going away anytime soon. How the league and teams handle these concerns is going to matter — a lot. The way they communicate, address criticism, and explain their choices will play a big role in how fans and the public view this whole international push.

Looking Ahead: A Glimpse into the Future

So when might we actually see regular season NFL action in Abu Dhabi or Dubai? The truth is that no one knows. There could be a game in a couple of years, or it might take a bit longer — professional sports negotiations are notoriously unpredictable.

But if things do go well, there’s a chance the UAE could become a fixture, much like London has become for overseas matchups. Each regular season game on foreign soil helps build the NFL’s global brand, and the Middle East is a prime stage for that growth. Having teams like the Commanders, 49ers, and Rams at the forefront of this expansion means we could see them spearheading the move.

A Bold Step into the Desert

Right now, everything points to the NFL making a serious play for the UAE. The marketing rights are in place, the local sports scene is buzzing, and the league’s international track record keeps improving. 

Still, there are plenty of unanswered questions about how soon this might happen, how frequently, and whether fans — both in the U.S. and the Middle East — will fully embrace it.

But that’s part of the thrill, isn’t it? As the NFL’s global ambitions continue to grow, the possibilities seem endless. If all goes according to plan, we could be watching a kickoff under the bright lights of Abu Dhabi or Dubai sooner than we think.