Chiefs and Packers announce marketing rights in Ireland

GREEN BAY, WISCONSIN - JANUARY 5: Punter Daniel Whelan #19 of the Green Bay Packers punts the ball during the first quarter of an NFL football game against the Chicago Bears, at Lambeau Field on January 5, 2025 in Green Bay, Wisconsin. (Photo by Todd Rosenberg/Getty Images)

The Green Bay Packers and Kansas City Chiefs have been granted marketing rights in Ireland by the NFL, paving the way for fan engagement and greater attention by two of the league’s most prestigious clubs.

The NFL’s Global Marketing Programme (GMP) has already seen the New York Jets, Jacksonville Jaguars and Pittsburgh Steelers gain rights in Ireland, with the latter turning an initial drive for fan events, watch parties and youth games into the hosting of an NFL regular-season game in Dublin.

The Chiefs are the NFL’s team of the decade, participating in five of the last six Super Bowls, including the most recent renewal in February, where they were defeated. Tight End Travis Kelce caused a social media stir last summer when he appeared on the New Heights podcast wearing an Irish rugby jersey, doing so shortly after his partner Taylor Swift’s concerts in Dublin. Meanwhile, star kicker Harrison Butker played in the 2016 College Classic in the Aviva, doing so for Georgia Tech.

The Packers meanwhile have a more solid Irish connection already, as Wicklow-born punter Daniel Whelan has been on the squad the past two seasons.

This announcement does not have any effect on who the Steelers’ opponents will be later this year, despite speculation that the Packers are on the shortlist to make the trip to Dublin. What it does mean is fans in Ireland and the UK can expect the team and their British and Irish marketing teams to host clinics, drive grassroots participation in the game, and occasionally bring stars and ex-players across the Atlantic for official events.

“Ireland continues to be an important market for the NFL, as we look to play our first-ever regular season game in 2025 at Croke Park in Dublin,” said NFL UK & Ireland General Manager Henry Hodgson. “The Chiefs and the Packers are fantastic additions to our Global Markets Program teams in-market, providing continuous opportunities for fans to engage with our sport and with the NFL as we grow across the country.”

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