Why Brand USA Can’t Market the NFL

Photo Credit: Achraf Fayda, CEO, Morocco National Tourism; Leah Chandler, CMO, Brand USA; Steve Hill, CEO, Las Vegas Convention & Visitors Authority; Seth Borko, Head of Research Skift Brand USA knows the Super Bowl can drive real international visitation. Viewers based outside the U.S. were up 10% between 2023 and 2024, and the 2026 game brought in an estimated 90,000 visitors from outside the Bay Area — including international markets. But you won’t find a campaign from the nation’s destination marketing arm with “Super Bowl” in the text. “It's difficult for us to go out and market the NFL calendar to international markets even though we know it's act