Strategies for expanding leagues, events, and fandom internationally, from localized content and scheduling to grassroots development and global sponsorships.

As U.S. sports leagues and ownership groups accelerate their international ambitions, global growth has become a strategic imperative rather than a long-term aspiration. This session brings together league, property and global media executives to examine how media rights, localized programming, and on-the-ground investment are reshaping the way sports properties build relevance in new markets. Panelists will share lessons from international expansion and discuss how global fans are converted into long-term audiences, customers, and community stakeholders.

This discussion will explore:

• How to design international media, scheduling, and content strategies to maximize reach and local relevance
• What it takes to successfully operate across multiple regulatory, cultural, and commercial environments
• How grassroots programs, academies, and local partnerships drive sustainable fan development
• Where global sponsorships, joint ventures, and cross-border investments create the strongest long-term value

About NAB

The NAB Show is the world’s leading conference for media, entertainment, and technology executives, bringing together senior leaders from broadcasters, streaming platforms, studios, and rights holders to shape the future of content and distribution. The show’s 2026 sports summit program will focus heavily on how live sports and premium content are evolving across global platforms, making this an ideal forum for a forward-looking discussion on rights, reach, and revenue. This session is designed to convene decision-makers who are actively shaping the industry.