How Popular Are American Sports In Europe

American sports have been widely acknowledged across different continents. Across Europe, American sports have made their mark on local courts and arenas. For instance, there are nine American-owned clubs out of the 20 English Premier League (EPL). Moreover, F1, which is traditionally a European-centric sport, was acquired by Liberty Media, making it more U.S.-focused going forward. 

What drives the surge in European appetite for American sports? Let’s take a closer look at this trend and learn more about the impact of American sports on European culture. 

How Europe Fell for American Football

While it’s called “American” football, the National Football League (NFL) is known beyond the US borders. The game is celebrated in other parts of the globe, especially in European countries. 

The NFL’s global reach has grown with the help of technology and online platforms. Fans now engage beyond streaming, with sports betting platforms like FanDuel Sportsbook allowing American audiences to follow games more closely and place wagers. In Europe, many other sportsbooks offer similar opportunities for fans, further fueling the sport’s rising popularity abroad.

Historically, the NFL’s initial effort to expand globally was in 1989 when the World League of American Football (WLAF) was founded. The former commissioner of the institution conceived the series to expand international interest in American football and served as a springboard for future NFL hopefuls, hence its developmental aspect.

The original lineup included six U.S. teams, one from Canada, and three European teams, consisting of the Barcelona Dragons, Frankfurt Galaxy, and London Monarchs. The league's popularity surpassed early expectations in these European zones.

Unfortunately, after running for only two seasons in 1991 and 1992, the league was suspended for two years. Nonetheless, today, the International Series includes three games in London, one in Mexico City, and two games in Germany in 2023.

NBA’s Growing Footprint in Europe

The National Basketball Association (NBA) originated in the United States, but the league has been selling itself as a global brand for many decades. To many professional basketball players, including those of European descent,  it’s a dream to play in the world’s best league. 

It's a good thing that with global travel links, it’s now easier for NBA aspirants to get scouted and try out for the league on US soil. With this diversity on the court, the league could attract more fans beyond American borders and, thus, generate more revenue. It is now easy for fans, even from Europe, to board a plane and buy NBA tickets to watch their country’s basketball heroes dominate the American court. 

If fans can’t fly over, then the NBA has hosted regular-season games in Europe. Just this season, the Indiana Pacers faced the San Antonio Spurs in Accord, France. This international expansion is part of the broader sports conversation, where platforms like FanDuel Research provide insights into fan engagement and betting trends.

In addition, more and more European players are travelling to the NBA due to the evolving popularity of European basketball. Over the last decade, Europe has worked hard to improve its league and increase its popularity. And now, the once soccer-dominated continent hails basketball as its second-most favourite sport.

Ice Hockey’s Rise on European Ice

With the formation of the National Hockey League in 1917, Canada gave birth to the world's largest ice hockey league. Currently, the league hosts 32 teams from the United States and Canada, boasting a viewership of around 2.5 million per game.

Although the sport’s popularity was initially exclusive to North America, its influence in Europe has manifested in recent years. Many countries in Western Europe play the sport both recreationally and professionally. 

For example, Finland is now the only other country in the world that names Ice Hockey as their national sport. The European country founded their league and named it the Finnish Elite League or Liiga. It is now acknowledged as the largest hockey league in Europe, and the introduction of playoffs led to a massive rise in the sport’s revenue and income. Other European countries with icy winters, such as Russia, the Czech Republic, and Sweden, also perform exceptionally well in the Ice Hockey World Championships.

Europe has also had a significant influence on the NHL. In the 2019-20 season, nearly a third of the 976 players who played at least one game were from Europe. In fact, Europe is now the second-largest import market, after Canada, with more European players in the NHL than American players.

Wrapping Up

American sports have found fertile ground in Europe, but this is just the beginning. These connections will only strengthen as technology, travel, and cultural exchange deepen. European fans and athletes are no longer on the sidelines as they’re shaping the future of these sports. The game may have started in the United States, but now it’s being played on global courts and arenas.