The NFL behemoth has descended on Dublin. Why?

The NFL dominates at home the United States. Now they are pushing the frontier abroad. Pic: Ben McShane/Sportsfile

Hot sauce. BBQ sauce. 350 rolls of the finest American-style toilet paper. Two semi-trucks of supplies shipped three months in advance. Bisquick, to make biscuits just the way they like them.

When the NFL goes abroad, it brings the whole parish with it. Every European trip produces a comic list of essentials and everything else. Back in 1983, the richest sports league in the world had to bring their own goalposts for the first exhibition game in the UK. The Minnesota Vikings, who are back in town this week, were charged with bringing the first-down chains. These days, the cargo is more sophisticated and the logistics more elaborate.

There is an entire chapter in the NFL playbook dedicated to conquest. They truly dominate at home: 70 of the 100 most-watched events in the US last year were American football games. With that mission complete in the States, they now push the frontier abroad.

Having already suggested the league could double the number of international games in the coming years, NFL commissioner Roger Goodell this week weighed the prospect of a permanent international team. It comes amid the expansion of the International Player Pathway, the program designed to filter non-American talent into the league. A crucial part of the global push has been moves like the headline-grabbing signing of Welsh rugby’s Louis Rees-Zammit, despite the fact he has never come close to a competitive outing. What matters here is not the game, but the tale they tell about it.

For a long time, Dublin seemed a long shot to become the NFL’s fourth European stage. The Pittsburgh Steelers, six Lombardi Trophies deep and with significant Irish roots, did their groundwork here. Still, many assumed their first international outing since 2013 would be in Mexico, where the franchise also enjoys strong links and formal marketing rights. Renovations to the Azteca, tied to the 2026 World Cup, changed the calculus. Croke Park stood proud as a grand alternative.

And so, here we are. A bright blue archway at the top of Stephen’s Green welcomes thousands of travelling fans to Dublin. Right around the corner is the fully-stocked NFL shop, teeming with pricey merchandise.

Pittsburgh Steelers players had their surnames in Irish on their training gear thanks to a link up with Munster GAA. Pic: ©INPHO/Laszlo Geczo

At the Steelers’ base in Carton House, quarterback Aaron Rodgers speaks enthusiastically about the pints of Guinness available on tap. His team-mates emerge with their surnames printed as Gaeilge on their training gear, thanks to a linkup with Munster GAA. They know their lines. They play the hits.

There is sincere feeling behind that too. The Rooney family, which has owned the team since Art Rooney founded it in 1933, have worked hard on that link. In 1976, Dan Rooney, Art Rooney’s son, cofounded The Ireland Funds, a philanthropic group that fosters stronger ties between Ireland and the United States and reconciliation with Northern Ireland.

Steelers owner Art Rooney II spoke to the team this week about that bond.

“It meant a lot. I got to see Art get excited. He was carrying his hurling stick around, I was one of the only ones who knew what a hurling stick was so I didn’t feel like a fish out of water,” said defensive lineman and one of three team captains, Cam Heyward.

“He just explained the importance of this game. The incidents that have happened at Croke Park before and how it is just a sacred field. It is a true privilege to be out here not just for family, but for old man Mr. Rooney. The fact we have talked about this game for so long and now we get to see it come to fruition and pay respect to Mr. Rooney is really special.

“A lot of guys understand that this means a lot to our organisation. You see a lot of Steeler fans. We had a clover DMR pin before this game even happened when Mr. Rooney passed away. Ireland has always embraced the Rooney family. We just want to be embraced as the Steelers as well.” 

It helps that they met a country extremely receptive to them. This state contributed around €10million to the cost of putting on the game. The media presence on the training complex was massive. Coaches could be heard reminding their players there were international media watching the early portion of their session and that meant unique ‘protocols.’ 

For players and management, the most important thing is what happens on the GAA-hosted gridiron. On Friday, wide receiver DK Metcalf was at pains to stress his trip was strictly business: "I'm not trying to explore. I'm here for the football game. I'll see everything on the flight in, flight out and drive to the stadium. I'm here to play football.” 

A somewhat understandable sentiment, given the dread with which players and coaches have previously associated these European ventures. The Vikings happen to be 4-0 on international trips. They have taken on the ultimate test of their planning and preparation with back-to-back games in Dublin and London.

As for the NFL, they have already indicated they are open to a return, with a review to take place after Sunday’s game. That review is unlikely to dwell on the quality of football or the pints of Guinness consumed this weekend. The question will be simple: did the market deliver?