The Tennessee Titans, headquartered in Nashville, are the latest American football team to be awarded international marketing rights in Ireland as part of the NFL's Global Markets Program.
Launched in 2022, the Global Markets Program awards NFL clubs international marketing rights to build brand awareness and fandom beyond the US, through fan engagement, events, commercial opportunities, and NFL Flag development.
The Titans are the sixth NFL team to be granted marketing rights in Ireland. They join the Green Bay Packers, the Jacksonville Jaguars, the Kansas City Chiefs, and the New York Jets.
Additionally, the Pittsburgh Steelers have marketing rights for the entire island of Ireland.
The Titans said this week that their entry into the Irish market coincides with a growing partnership between Tennessee's capital of Nashville and Ireland's capital of Dublin.
Earlier this year, the Nashville Convention and Visitor's Corporation (NCVC) launched a collaborative effort with Dublin and Aer Lingus Airlines to establish the first-ever direct flight between Nashville and Dublin. This new route, operating four times a week, offers increased accessibility and lays the foundation for greater visitation, business, and cultural exchange.
Building on this momentum, the Titans are aligning with the city's broader marketing plans to promote Nashville in Ireland. Together, the Titans and NCVC aim to introduce the spirit of Nashville and the excitement of NFL football to the Irish audience through joint campaigns, live events, and shared cultural narratives.
Titans join @NFL Global Markets Program with International Marketing Rights in Ireland 🇮🇪 @NFLUKIRE | https://t.co/f3zG4q8OyV pic.twitter.com/GrpjKPBVfR
— Tennessee Titans (@Titans) May 20, 2025
"Both Nashville and Ireland are deeply rooted in music, storytelling, and community pride," said Burke Nihill, Titans President and CEO.
"This partnership allows us to authentically connect with Irish fans while promoting the shared values and cultural bonds between our regions.
"We see this as a tremendous opportunity to grow our fan base, foster new relationships, and promote the best of Music City abroad."
The Titans noted that Ireland's renowned Celtic music tradition "pairs naturally" with Nashville's identity as 'Music City,' offering a powerful backdrop for integrated marketing efforts.
The Titans also see potential in participating in NFL events on Irish soil. In the future, the Titans plan to host youth football camps, cheer clinics, and music-driven events in Ireland, mirroring the city's vibrant spirit and love for entertainment.
"Nashville and Ireland have long shared a strong musical bond, and that connection is set to grow even deeper as the Tennessee Titans engage directly with Irish fans," said Deana Ivey, President and CEO of the Nashville Convention & Visitors Corp.
"With the launch of a new direct flight and the expansion of the Titans fan base, our two cultures are more linked than ever.
"We look forward to sharing even more of our Southern hospitality and unmistakable magic of Music City."
The Titans' Irish marketing rights announcement comes not long after it was confirmed that it would be the Minnesota Vikings playing the Pittsburgh Steelers at Dublin's Croke Park on Sunday, September 28.
It will be the first regular-season NFL game staged in Ireland.
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