The day the NFL changed forever for Irish fans
PFI's Michael McQuaid reacts to the Irish NFL Global Markets announcement
Irish eyes are certainly smiling today.
The NFL announced the addition of two teams to the Irish NFL Global Markets market today, which covers both the Republic of Ireland and Northern Ireland. The Pittsburgh Steelers and Jacksonville Jaguars were both awarded the marketing rights for the regions. Launched in January 2022, the Global Markets Program initiative grants NFL clubs access to international territories for marketing, fan engagement and commercialisation as part of a long-term, strategic effort to enable clubs to build their global brands while driving NFL fan growth around the world.
There is no doubt that today is a game-changing day in the market for fans in Ireland. It is fitting that twenty-five years to the day from the announcement of the results of the Good Friday Agreement referendum, which helped cement peace on the island, the Pittsburgh Steelers were allocated the region.
Former Steelers Chairman Dan Rooney served as the US Ambassador to Ireland from July 2009 to December 2012. During his time with the Steelers, Rooney helped to lead both sides in Northern Ireland to work on establishing peace. Rooney was the first US Ambassador to Ireland who visited thirty-two counties, including those in the North.
Dan’s great-great grandfather James Rooney was born in March 1829 in Newry, County Down. Working on the foundry on Edward Street, he left Newry when it closed in 1846, moving to Wales. His son Arthur was born in Wales in 1850. Twenty-three years later, Arthur would marry Catherine. Their child, Daniel, emigrated to America, where with his Irish wife, he owned a pub and had nine children - one of whom was none other than Arthur J Rooney, the father of Daniel Rooney.
Dan Rooney (left) with Sir Anthony O'Reilly, the co-founder of the Ireland Funds - Image - Aengus McMahon
Newry and Ireland run through the blood of the Rooney family. The passion for the island of Ireland has shone through throughout the decades. Dan was the co-founder of The Ireland Funds in 1976 and since this date it has raised more than $550m (€509m) for thousands of Irish companies around the world. Rooney founded the Newry-Pittsburgh Partnership with Seamus Mallon in 1990 and the family have invested considerable time into the area since. In 1997, Rooney finally had the chance to fulfil a legacy by taking his Pittsburgh Steelers team to Croke Park, where they faced the Chicago Bears. "I couldn't be happier that the Pittsburgh Steelers will play the first National Football League game ever staged in Ireland," said Rooney as the team touched down in Dublin.
Dan Rooney passed away in 2017 at the age of 84 and left a legacy that will. be remembered for generations to come. Now in 2023, the Pittsburgh Steelers have the opportunity to further evolve this legacy with the Global Markets Program.
It is also fantastic to see the Jacksonville Jaguars enter the market in Ireland. The Jaguars have had a presence in Northern Ireland for years due to the UK playing agreement. We have seen first-hand the excellent work that has been carried out in Belfast, building bridges between communities. Now, with the addition of the Republic of Ireland to the team's marketing portfolio, the Jaguars have a real opportunity to grow on the entire island. They start with Northern Ireland and a live event in Belfast next month at the MAC and fans can sign up here for more information.
The NFL in Ireland is in a great place, ready for the next stage of its growth and development. The announcement today of two teams entering the market not only shows the progress that has been made up to this point but is a testament to the support of fans from Ireland who have watched the game from the early days of the 1980s on Network Two and Channel 4 - to the fans that fly over to London and Germany each year.
In the early years, few could have imagined the international growth that the sport has seen in recent years. The NFL enters the Irish market in a new way - and everything and anything is on the table with these landmark deals. I know many of us won’t stop until we hear the anthems sung at Croke Park or the Aviva Stadium. That day may come at some point down the line - but today is a day to celebrate the growth of the sport on the island of Ireland and to look ahead to an exciting future.