In 2025, the Arizona Cardinals expanded their international presence by adding Canada to their International Home Marketing Area (IHMA), marking a significant milestone in the NFL’s global outreach efforts. This move is part of the league’s broader strategy to enhance brand visibility and foster fan engagement beyond U.S. borders. By securing marketing rights in Canada, the Cardinals join a select group of teams aiming to cultivate a stronger connection with Canadian audiences. The NFL’s Global Markets Program, introduced in 2022, allows teams to apply for marketing rights in specific international territories. These rights enable clubs to host events, sell merchandise, and engage with fans in ways similar to their domestic markets. In 2025, the program expanded to include 29 teams across 21 international markets, with Canada being one of the newly added regions. The Arizona Cardinals, along with the Detroit Lions, Minnesota Vikings, and Seattle Seahawks, were granted IHMA rights in Canada, reflecting the country’s growing interest in American football.
Canada’s inclusion in the NFL’s international strategy is not unprecedented. The league has a history of engaging Canadian fans, notably through games played in Toronto. Since 1959, Toronto has hosted several NFL games, including regular-season matchups, underscoring the city’s potential as a key market for the league. While the NFL has not established a permanent franchise in Canada, the consistent fan base and media coverage suggest a receptive audience for the sport
The Arizona Cardinals’ decision to target Canada aligns with the NFL’s goal of reaching diverse demographics and expanding its global footprint. Canada’s proximity to the United States and its cultural similarities make it an attractive market for the league. By establishing a presence in Canada, the Cardinals aim to tap into a pool of passionate sports fans who are increasingly interested in American football.
This strategic move also positions the Arizona Cardinals to benefit from the NFL’s international games. While the league has not yet scheduled a game in Canada, the Cardinals’ marketing rights could make them a candidate for future international matchups. Participating in such games would not only increase the team’s visibility but also strengthen its connection with Canadian fans.
In summary, the Arizona Cardinals’ addition of Canada to their IHMA in 2025 represents a forward-thinking approach to expanding the NFL’s global reach. By leveraging this new market, the Cardinals aim to build lasting relationships with Canadian fans, enhance their brand presence, and contribute to the NFL’s overarching objective of becoming a truly international league