The NFLâs global footprint keeps growing.
From Melbourne to Rio, London, Paris, Madrid, Munich and Mexico City, the 2026 International Games are another reminder that American football is no longer just an American sport.
At Open Field Advisory, weâll be on the ground building activations, partnerships and experiences that connect the game with local communities around the world.
Which international stop are you most excited for?
A group of Athletes First clients recently traveled to Lake Como, Italy for a three-day experience organized in partnership with Open Field Advisory, bringing together American football with Italian sport, culture, and lifestyle in a unique way.
Clients including Bijan Robinson, Micah Parsons, Justin Fields, Kyle Pitts, Nick Emmanwori, and Will Johnson spent time with Italian club Como 1907, engaging with club leadership, players, and staff, while also connecting with leaders across business and fashion. From discussions around global growth and fan engagement to shared experiences across the region, the trip was defined by connection across sports, industries, and cultures.
The Lake Como experience is part of Athletes Firstâs broader international effort, which since 2023 has taken clients across Europe, Asia, South America, Africa, and the Middle East. These trips are designed to expand playersâ global perspective and create meaningful opportunities beyond the field, connecting them with clubs, brands, and business leaders in key international markets.
As the NFL continues to grow globally, Athletes First remains focused on creating world-class experiences that position its clients as global athletes while building relationships for them across sport, business, and entertainment.
The NFL doesnât grow in Europe by exporting the game.
It grows by embedding itself into culture.
At Open Field Advisory, this is exactly what we do.
We create tailor made experiences that connect NFL players with European ecosystems, from football clubs to fashion houses to global brands.
Proud to see our work alongside @athletesfirst featured on @sportsbusinessjournal , building meaningful connections that drive american football global growth!
We took six NFL players to Como for the weekend and gave them a side of Italy they had never experienced before.
Lake Como by boat,
Fiat 500 rides through the streets,
Private dinners, exclusive clubs, and unforgettable moments at Villa dâEste.
A gameday experience like no other and a true taste of Italian culture.
This is how the NFL grows globally:
through real experiences, real culture, and real connections.
And honestly, we did so much that a carousel does not even come close.
Thank you @bryanburney13 and @comofootball for the trust and the vision.
Italy is officially on the NFL map â and this is a big moment.
The Saints and Browns now hold marketing rights in the country, opening the door to new partnerships, deeper fan connections and real growth on the ground.
This is how the game goes global.
A weekend in Como, built for the Athletes First family.
Last week, A1 clients, including Justin Fields, Kyle Pitts, Micah Parsons, Bijan Robinson, Nick Emmanwori and Will Johnson, traveled to Lake Como, Italy for a real Italian experience. From boat rides to incredible food, private clubs, and a front-row seat to @comofootball , the players explored Italy beyond the field and fell in love with it.
Open Field Advisory is grateful to work alongside Athletes First in creating experiences that connect players to new markets, cultures, and partnership opportunities.
Ma cosa mangia un giocatore di NFL? đđ
Sabato 21 Marzo nello store di Meat Crew a Como abbiamo ospitato una leggenda: @bijan_robinson
Non solo un running back devastante, ma anche il king della senape con il suo brand @bijanmustardson
Abbiamo trasformato lo store in un pop-up dedicato e abbiamo dato la possibilitĂ a 100 di voi di incontrare Bijan e portare a casa del merch DEVASTANTE đĽ
Per la collab non potevo non creare un hot dog dedicato: il nostro incredibile bun, wĂźrstel, american cheese, cipolle e la Bijan Mustardson.
Eventi come questi sono fondamentali per continuare a portare lâAmerican Burger Culture in Italia. đşđ¸
Grazie a @openfieldadvisory per lâopportunitĂ incredibile and thank you @bijan_robinson , sei stato DEVASTANTE đâ¤ď¸
Ci vediamo sul mio canale YouTube per il video completo đĽ
If this place looks familiar, it's because Villa del Balbianello on Lake Como was one of the unforgettable locations featured in 007 Casino Royale
This time, though, the cast looked a little different with Agents @bijan_robinson , justnfields , @willjohnson and @kylepittssr .
Como really does look like a movie.
Sabato a Como abbiamo vissuto lâAMERICAN BURGER CULTURE.
@bijan_robinson dentro @meatcrewshop , con un vero e proprio POP UP targato @bijanmustardson đĽ
Grazie a tutte le persone che sono passate e hanno condiviso con noi questa serata indimenticabile, non ci sono molte parole per descrivere un progetto del genere, o forse siâŚDEVASTANTE â¤ď¸
MEAT CREW X BIJAN ROBINSON
Non so quante volte ho detto che Meat Crew non è solo un posto dove mangiare un hamburger, ma un progetto che ha a che fare con una cultura, con un modo di vivere il cibo, con lâAmerica come immaginario.
Di solito lo dico e basta.
Ma sabato lâho visto succedere per davvero, in una maniera DEVASTANTE.
Grazie a @openfieldadvisory abbiamo avuto lâopportunitĂ di collaborare con @bijan_robinson , running back degli Atlanta Falcons, per un pop up dedicato al suo brand @bijanmustardson .
Abbiamo trasformato il nostro negozio di Como in uno store brandizzato Bijan, dove le persone hanno potuto incontrarlo di persona, e assaggiare un hot dog pensato apposta per la collab.
In questi tre anni abbiamo fatto tante cose straordinarie, probabilmente anche piÚ grosse a livello di numeri, ma sabato ero emozionato come forse mai fino ad oggi.
Prendere quello spirito, quella cultura, e portarla qui, farlo per davvero.
Stiamo costruendo qualcosa che va oltre il cibo.
Giornate come queste sono fatte per lasciare il segno, soprattutto dentro noi stessi.
AMERICAN BURGER CULTURE
