NFL Expands Global Markets Program With New Teams

The National Football League (NFL) is making significant strides in its international outreach by adding Greece and the United Arab Emirates (UAE) to its Global Markets Program. This initiative, which was launched in 2022, aims to enhance commercial activations, marketing, and fan engagement across various international markets. As part of this expansion, the Los Angeles Chargers have been granted rights to operate in Greece, while the Los Angeles Rams, San Francisco 49ers, and Washington Commanders will represent the league in the UAE.

This year, the NFL is set to see nine teams that currently hold Global Markets Program rights expand into additional countries, further solidifying its international presence. In total, 29 NFL teams will participate in the program across 21 international markets in 2025, a notable increase from 25 teams across 19 markets in 2024.

Despite the NFL's growing global profile, the league recognizes that it still has a long way to go in establishing itself as a truly global sport. “Let’s face it, right now we are not global,” said Tim Ellis, the NFL’s executive vice president and chief marketing officer, during a recent event in New York. “We play in global games but we have a long way to go before we’re in the top three sports in our key markets around the world. And we’re very aware of that and we have to make major strides in order to be successful.”

One strategy the NFL is employing to boost its international fanbase is fostering connections between overseas supporters and NFL teams. Marissa Solis, the NFL’s senior vice president of global brand and consumer marketing, explained, “One of the highest indicators of fandom growth is favourite team, favourite player. So we as the league can do everything in our power to market the league but you’ve got to have the connection to a team, player in that market to really build the fanbase.”

In terms of international games, the NFL plans to play seven matches abroad in 2025, an increase from five in the previous year. New host cities include Berlin, Dublin, and Madrid, showcasing the league's commitment to broadening its reach. Additionally, the NFL is exploring the possibility of hosting a regular season game in Abu Dhabi, a move that could further cement its presence in the UAE. “We don’t know the timing, and it’s really an ‘if’ in terms of whether we’ll play a game there,” O’Reilly noted, emphasizing the strong interest in the region for NFL games.

Meanwhile, in a separate development, Emirates Airlines has announced the reinstatement of its second daily flight between Dubai and Beirut, effective April 1, 2025. This move is expected to significantly boost passenger traffic between the two cities, reflecting a surge in travel demand. The additional flight, operated by the Boeing 777-300ER, will offer over 5,000 weekly seats in both directions, enhancing connectivity for travelers.

The flight EK957 will depart from Dubai International Airport (DXB) at 07:30 local time, arriving in Beirut at 10:35. The return flight, EK958, will leave Beirut at 12:05 and land back in Dubai at 16:55. This new schedule is designed to accommodate a variety of travel needs, including same-day business trips and extended leisure stays.

Emirates’ expanded service is poised to be a catalyst for tourism revival in both Dubai and Beirut. As travelers regain confidence and seek diverse destinations, having seamless and frequent connectivity becomes a key factor in their decision-making process. The airline's strategy is expected to benefit various stakeholders, including travelers, tour operators, and business leaders.

Lebanon’s hospitality industry, known for its rich cultural heritage and Mediterranean beaches, stands to gain significantly from the renewed influx of travelers from the Gulf. Conversely, Dubai’s international allure, bolstered by its entertainment and shopping options, continues to attract Lebanese visitors.

The timing of this announcement aligns with broader recovery trends in global aviation, as airlines adjust routes to prioritize connectivity between major hubs and underserved city pairs. Emirates has emphasized that this additional service not only links two cities but also opens up a gateway to numerous global destinations through Dubai.

For passengers departing Beirut, the new flight offers improved same-day connections to long-haul cities such as Kuala Lumpur, Bangkok, and Mauritius, enhancing global mobility for Lebanese travelers. Emirates’ hub-and-spoke model exemplifies how international airlines can facilitate meaningful intercontinental travel with minimal layovers.

To ensure accessibility, Emirates has made booking available through various platforms, allowing travelers to secure tickets for the reinstated Dubai–Beirut flight easily. This initiative supports direct bookings, group tours, corporate accounts, and family itineraries, catering to a diverse audience.

As global trade events and in-person business meetings surge, the added frequency of flights is particularly beneficial for corporate travel. This service enhancement not only strengthens UAE–Lebanon economic ties but also provides a smoother channel for executives and investors operating between both markets.

Moreover, the route is expected to benefit Visiting Friends and Relatives (VFR) travel, a crucial segment for both countries. With a significant Lebanese expatriate community in Dubai, the expanded schedule offers better options for family reunions and emergency travel, particularly during peak periods like Eid holidays and summer vacations.

From a global tourism perspective, Emirates’ decision to double its service to Beirut reflects resilience in the industry. As airlines reactivate routes and travelers regain confidence, secondary routes like Dubai–Beirut are prioritized for their commercial potential and historical travel volume. This move signals recovery strength and opens opportunities for joint marketing campaigns and cultural exchange between the two nations.

In summary, the reinstatement of Emirates’ second daily flight between Dubai and Beirut is a strategic investment in connectivity and partnership. It reconnects travelers to beloved cities, stimulates cross-border engagement, and reinforces the airline’s role in modern global tourism. As the airline industry adapts and recovers, this route will serve as a vital bridge between two dynamic cities and beyond.