The National Football League (NFL) has long expressed a desire to grow its audience in Europe, but its approach to scheduling games overseas has been met with criticism. The matchups the league has inflicted on crowds in the United Kingdom and now Germany have often been lackluster, featuring teams with losing records and little to offer in terms of excitement or competitiveness.

Exporting Mediocrity Overseas

A Lack of Marquee Matchups

Of the 42 NFL games played in Europe since 2007, only two have pitted teams with winning records against each other. The league has repeatedly subjected European fans to games featuring at least one winless team, including the infamous 0-16 Cleveland Browns in 2017 and the Urban Meyer-coached Jacksonville Jaguars. This is akin to "introducing Italian American cuisine by opening up a can of SpaghettiOs" or "showcasing the best of American barbecue by serving a McRib."

Prioritizing Quantity Over Quality

The NFL's decision to anoint the Jaguars as London's "home" team, with the franchise now playing two games per year in the UK, has further exacerbated the problem. The Jaguars have been one of the league's least successful franchises, making the playoffs only twice in the past 16 seasons and winning just one game in 2017. By repeatedly sending this struggling team to Europe, the NFL has prioritized quantity over quality, seemingly more concerned with filling seats than providing a compelling product.

The Upcoming Germany Matchup

The final NFL game in Europe this season is a matchup between the Carolina Panthers (2-7) and the New York Giants (2-7), two of the seven teams tied for the worst record in the league. This game is more significant for the upcoming draft order than the current playoff race, and the halftime entertainment of Machine Gun Kelly is unlikely to provide much respite for the German fans.

The Missed Opportunity

The NFL's approach to scheduling games in Europe stands in stark contrast to the strategies employed by top European soccer teams, which have actively pursued American fans by staging preseason exhibition matches in the United States. In contrast, the NFL has been unwilling to put its most anticipated games in an early Sunday morning time slot that would be more convenient for American viewers, particularly those on the West Coast.

The Commissioner's Vision

NFL Commissioner Roger Goodell has expressed a desire to make American football a "global" sport, with plans to hold games not just in Europe and the Americas but also in Africa, Asia, and Australia. However, if the league continues to export its most mediocre matchups, it may struggle to build a dedicated fan base overseas and capitalize on the potential for growth in international markets.

The Need for a Balanced Approach

The NFL's desire to expand its reach globally is understandable, but its current approach to scheduling games in Europe is questionable at best. By prioritizing marquee matchups and ensuring that European fans are treated to the same level of excitement and competitiveness as their American counterparts, the league could better capitalize on the potential for growth in these emerging markets. Until then, the NFL's efforts to become a truly global sport may be hampered by its own short-sighted decisions.