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From the SEC to the EU: How College Football Passion Travels Overseas

From the SEC to the EU: How College Football Passion Travels Overseas

College football has been a staple of North American sports for decades. Fans who pay close attention to the developments around American football may have noticed a growing trend of EU audiences engaging with the sport, which has paved the way for the sport to advance from the Southeastern Conference (SEC) to overseas. With occasional matches taking place on European soil and an increasing number of European players making the switch to NA, American football has never been as international as it is today. 

European Grounds Hosting College Football Matches
To kickstart its expansion towards the Old Continent, American college football needed a place that would be receptive to the sport and not have a language barrier. Ireland emerged as the primary destination for American football teams to expand into the new market, with the Aer Lingus College Football Classic becoming a popular matchup among Irish viewers.
The Dublin Aviva Stadium, which hosts the match, attracted nearly 50,000 spectators in 2024, which is a considerable number of people, given the limited support for American football across Europe. The game has also proven to be financially lucrative, drawing in over EUR 115 million in revenues in 2024. The growing popularity of college football in Ireland is not an isolated case. Since hundreds of thousands of European sports fans now also watch the NFL, interest towards college football has also been steadily increasing. In some cases, American football has become the new favorite sport for thousands of avid sports fans, combining the physicality of rugby and the dynamism of basketball, both sports that are incredibly popular across Europe. 
American Football and the Cultural Exchange
The growth in popularity of American football, and college football in particular, is not merely a sporting event. It reflects shifting tastes and a broader cultural exchange that has been happening between the EU and the United States for the past few decades. As the United States adopts certain European qualities in its cultural fabric, the EU has proven rather open to American sports franchises and college football in general.
Many promising college athletes and NFL rookies now come from Europe, representing their countries in a sport that has otherwise been obscure to home fans. The adoption of American football has also been reflected in the European betting industry, as there’s a whole list of sites that now offer NFL and college football matches to millions of punters across the EU.
Betting activity can be an accurate gauge of interest from European punters towards college football, and the fact that virtually every reputable sportsbook in the EU offers NFL and college football betting to their users, means that the newfound passion for college football is here to stay. 
Media and Digital Engagement
With rapid expansion comes the need for effective marketing and communication to further the reach of college football across the EU and beyond. Match highlights, lineups, head-to-head statistics, and team trivia are some of the ways college football has been gaining ground across Europe in recent years.
As with most sports, the increasing popularity of college football has also led to an increase in punters, with more and more people in Europe wagering on college football each year. However, this does come with some challenges, as not every EU-based sportsbook offers a comprehensive coverage of the SEC, with some notable exceptions being Bassbet casino, Megarich casino, and several other brands.
Future Prospects of College Football in the EU
While college football has indeed been on the rise across the EU, it is still in its infancy, and a lot of concentrated marketing work will be required if American football franchises wish to carve out a meaningful presence on the continent.
Most European countries are very sports-oriented, with football, basketball, and rugby union being among the most popular sports, followed by millions of loyal fans. College football, and American football in general, are unlikely to dislodge any of the legacy sports that are so popular in Europe, but they may have a niche demand to fill, especially among the youth, who may be looking for exciting alternatives to add variety to their sports viewing experience. 
Overall, the growth potential of college football across Europe is healthy and likely to persist in the coming years, as an increasing number of sports fans look for new sources of entertainment. The number of college football games outside of the United States is also likely to increase as the sport continues to grow worldwide.