The Globalization of Sports: How International Athletes Are Transforming American Sports Marketing

Ian Drummond | October 30, 2025 at 8:59 AM

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Why Today’s Sports Stars Come With Passports and Marketing Power

The landscape of American sports is no longer just about local heroes and national teams - it’s global. International athletes are increasingly dominating in leagues like the NBA, MLB, NFL, and MLS, bringing with them massive fan followings, cultural influence, and marketing opportunities that stretch far beyond the borders of the United States.

As someone who has attended countless sporting events around the world, it’s incredible to see how these international stars are reshaping not only the game but also the marketing playbook for American sports. In this article, Hollywood Branded explores the rise of international athletes in American sports, the cross-cultural marketing opportunities they create, and how brands can leverage this global influence to reach new audiences.

The Rise of International Athletes in American Leagues

Over the last two decades, American sports leagues have become increasingly diverse, with international athletes not only participating but often dominating. Think of names like Luka Dončić in the NBA, Shohei Ohtani in MLB, and Christian Pulisic in the MLS and European leagues - these athletes aren’t just stars in their respective sports, they’re global icons.

NBA: The NBA is perhaps the best example of this trend. From Giannis Antetokounmpo (Greece) to Nikola Jokić (Serbia), international players are not just filling rosters, they’re leading teams to championships. The NBA has embraced this international influx, seeing it as an opportunity to expand its global reach.
MLB: In Major League Baseball, Shohei Ohtani is redefining what it means to be a two-way player, but he’s also a marketing juggernaut. Ohtani has made baseball more accessible to global audiences, especially in Asia, where his influence is helping to grow the game in new markets.
MLS and Soccer in America: International stars like Zlatan Ibrahimović and David Beckham have previously come to MLS to elevate the league’s profile, while homegrown talent like Christian Pulisic is expanding the U.S. presence in Europe. These players bring a global audience to what was once seen as a niche American market.
NFL: While less dominated by international players, the NFL has increasingly looked abroad for talent, particularly in European, African, and Pacific Islander communities. Programs like the NFL International Player Pathway have allowed players from countries like Australia and Germany to find their way onto NFL rosters, opening up new marketing channels.

Globalization of Sports Photo Credit: Getty Images

CROSS-CULTURAL MARKETING OPPORTUNITIES

The influx of international talent offers unique marketing opportunities for brands. These athletes come with built-in fan bases from their home countries, creating global reach for American teams and leagues. Brands that want to tap into international markets can now leverage these athletes to expand their audience.

Global Endorsements: Athletes like Ohtani, Dončić, and Jokić aren’t just selling products in the U.S., they’re global ambassadors. Brands are increasingly creating campaigns that run in both the U.S. and overseas markets, using the international appeal of these athletes to connect with diverse audiences. Ohtani’s endorsements with Japanese brands like Asics, alongside American giants like Nike, show how athletes can bridge cultural gaps.
Cultural Authenticity: Marketing campaigns that embrace the unique cultural backgrounds of international athletes can resonate deeply with global audiences. For instance, Giannis Antetokounmpo’s “Greek Freak” nickname has been embraced not only by NBA fans but also by advertisers, who use his heritage as part of their storytelling. When brands showcase the personal stories of these athletes, it makes their campaigns more authentic and relatable to fans across borders.
Expanding Sports Viewership: International athletes are helping American sports reach new markets. The NBA, for example, has seen significant growth in global viewership, thanks in part to the presence of international stars. This allows brands to target audiences in places like Europe, Asia, and Africa, leveraging the global appeal of these athletes for advertising and fan engagement.

Globalization of Sports Photo Credit: Milwaukee Journal Sentinel

THE BUSINESS OF INTERNATIONAL SUPERSTARS

International athletes don’t just bring talent, they bring economic opportunity. Their global appeal translates into jersey sales, international broadcast deals, and sponsorship opportunities that benefit both their teams and the leagues they play in. Shohei Ohtani’s time with the Dodgers, for example, has not only boosted attendance but also significantly increased the team’s merchandising revenue, particularly in Asia.

Merchandising: Jerseys, shoes, and other branded gear associated with international athletes are often sold across multiple continents. Fans from a player’s home country are eager to buy official merchandise, boosting team revenue streams. The success of Ohtani’s merchandise in both Japan and the U.S. is a prime example of how international athletes drive global sales.
Broadcast Deals: Leagues like the NBA and MLB have capitalized on the presence of international stars by securing international broadcast deals. Games featuring players like Luka Dončić or Shohei Ohtani are often shown live in their home countries, bringing in new viewers and advertisers who want to tap into these overseas markets.
Sponsorships: International players attract a diverse set of sponsors. Brands that operate globally see these athletes as ideal partners, capable of reaching both American and international consumers. These sponsorships often go beyond sports, with athletes promoting lifestyle brands, tech companies, and more.

Globalization of Sports Photo Credit: Getty Images

CHALLENGES AND OPPORTUNITIES

While the globalization of American sports offers tremendous marketing opportunities, it also comes with challenges. Cultural differences, language barriers, and varying audience expectations can complicate global marketing efforts. Brands need to be careful to navigate these complexities while maintaining authenticity.

Cultural Sensitivity: Brands must ensure they are sensitive to the cultural backgrounds of international athletes and their fans. Missteps in marketing - whether through stereotyping or misrepresenting an athlete’s culture - can lead to backlash. Successful campaigns are those that respect and celebrate the athlete’s cultural identity rather than exploiting it.
Language Barriers: One challenge in marketing international athletes is language. While many international players speak English fluently, campaigns must often be adapted to different languages for overseas markets. Brands need to invest in localizing their content to ensure it resonates with non-English-speaking audiences.

THE FUTURE OF INTERNATIONAL INFLUENCE IN AMERICAN SPORTS

As the world becomes more interconnected, the influence of international athletes in American sports will only continue to grow. We’re likely to see even more players from non-traditional markets entering leagues like the NBA and MLB, bringing with them new opportunities for global marketing.

Global Scouting and Development: Leagues are investing heavily in international scouting and player development. The NBA Academy, for example, has training centers in Australia, Africa, China, and India, designed to identify and nurture future stars. This investment in global talent ensures a steady pipeline of international athletes for years to come.
New Markets for Sponsorship: Brands that recognize the potential of international athletes will continue to expand their sponsorship portfolios. With markets in Africa, Southeast Asia, and South America growing rapidly, companies that get in early with international athletes will have a significant advantage.
The Role of Technology: Technology will also play a key role in the future of global sports marketing. Virtual and augmented reality, streaming services, and social media platforms will continue to break down barriers between countries, allowing fans to follow their favorite international athletes no matter where they are.

The globalization of sports is here to stay, and international athletes are playing a pivotal role in shaping the future of American sports marketing. These athletes not only bring extraordinary talent but also open the door to global audiences and new cultural opportunities. As leagues continue to embrace this international influence, brands have the chance to create campaigns that resonate across borders, celebrating the diversity and talent that make sports a truly global phenomenon.

Interested in leveraging the power of international athletes for your next campaign? Reach out to Hollywood Branded today to see how we can help you craft globally impactful sports marketing strategies that resonate with fans everywhere.

Eager To Learn More?

If this global sports marketing playbook has you curious for more, grab your virtual passport and dive into these articles, because the brand game doesn’t stop at the border.