The Saints export New Orleans' vibrant spirit, building a European empire in Italy and France. Expect the "Who Dat" chant in Rome soon.
There is a certain irony in a team named the "Saints" finding a second home in the land of the Vatican, but the New Orleans Saints’ recent acquisition of international marketing rights in Italy is far from a joke. It is very much a calculated and brilliant expansion of one of the NFL’s most unique brands.
By securing Italy as their second territory under the NFL’s Global Markets Program, following their 2023 entry into France, the Saints are doing more than just selling jerseys; they are exporting a culture that feels surprisingly at home in the Mediterranean.
A Cultural Kinship
The NFL’s Global Markets Program is often viewed through a cold, commercial lens—television rights, sponsorships, and merchandise. However, for a small-market team like New Orleans to thrive internationally, they cannot rely on the sheer "global behemoth" status of the Cowboys or the Patriots. They have to rely on soul.
New Orleans and Italy share a connective tissue that is hard to quantify but easy to feel:
- A Devotion to Tradition: Much like the multi-generational fanbases in New Orleans, Italian sports culture is rooted in family and deep-seated loyalty.
- The "Laissez Les Bons Temps Rouler" Spirit: The Italian concept of la dolce vita (the sweet life) mirrors the New Orleans ethos of celebration, food, and community.
- Historical Ties: The Italian influence on New Orleans, from the "muffuletta" to the architecture of the French Quarter—creates a natural bridge for storytelling and brand building.
Strategic Momentum
This move isn't happening in a vacuum. The Saints are already set to make history by playing the first-ever regular-season game in France later this year at the Stade de France. By adding Italy to their portfolio now, Gayle Benson and the Saints’ front office are effectively cornering the market on "Latin Europe."
While other teams scramble for a piece of the saturated UK or German markets, the Saints are playing a different game. They are building a European "Crescent City" empire, focusing on regions where their brand’s specific flair—vibrant, musical, and fiercely authentic—stands out against the more corporate feel of other franchises.
The Road Ahead: From the Piazza to the Superdome
The "marketing rights" designation allows the Saints to host fan events, sign local sponsorships, and perhaps most importantly, launch NFL Flag football programs in Italy. This grassroots approach is how you build a lifelong fanbase. You don't just show them a game on TV. You put a ball in their hands in an Italian park.
The NFL’s decision to grant these rights to the Saints is a massive vote of confidence. It acknowledges that New Orleans isn't just a regional American treasure, but a global brand capable of leading the league’s international charge. The cultural vacation pipeline from New Orleans to Italy and back, could be impactful.
As we look toward the 2026 season, don't be surprised if the "Who Dat" chant starts echoing through the streets of Rome and Milan. The Saints aren't just marching in, they're going global, and Italy is the perfect next stop for the parade.