Market Intelligence
Sports Poland

Poland Sports: The NFL and American Football in Poland

American football was introduced to Poland in the late 1990s and early 2000s. The sport is organized primarily under the Polish American Football League (PLFA) and other domestic league structures that have evolved over time. Polish clubs operate on a semi-professional or amateur basis, relying heavily on local sponsorships, volunteers, and community engagement.

Participation levels remain limited compared to mainstream sports; however, the number of registered players, youth teams, and amateur clubs has shown gradual growth. Flag football, which requires less infrastructure and physical contact, is becoming increasingly popular and is viewed as a key entry point for new players.

The NFL brand is significantly more recognizable in Poland than domestic American football leagues.

Key drivers of NFL popularity include:

  • Broadcasting and streaming availability, including NFL Game Pass and selected games on European sports channels
  • Social media and digital content, particularly highlights, short-form videos, and influencer-driven commentary
  • International NFL games in Europe, which raise awareness and stimulate fan engagement, even if not hosted in Poland
  • Strong merchandising appeal, especially among younger consumers

NFL fandom in Poland is largely concentrated in major cities such as Warsaw, Kraków, Wrocław, Poznań, and Gdańsk.

The typical American football/NFL fan in Poland:

  • Is aged 18–40
  • Lives in urban areas
  • Has a strong interest in U.S. culture, technology, and global sports
  • Consumes sports content primarily through digital and streaming platforms
  • Shows high engagement with international brands

This audience is attractive for advertisers in sectors such as technology, consumer electronics, apparel, gaming, automotive, and financial services.

Commercialization of American football in Poland is still at an early stage.

  •  Domestic leagues rely on local sponsors, municipal support, and player contributions
  • NFL-related sponsorships are mainly brand-driven, focused on marketing rather than grassroots development
  • Merchandise sales (jerseys, caps, accessories) represent the strongest revenue stream connected to the NFL
  • There is untapped potential for:
  • Brand partnerships linked to **NFL watch parties and fan events

The Polish American Football Association (Polski Związek Futbolu Amerykańskiego PZFA) was founded in 2004 and operated until 2019.  In 2020 was replaced by a new governing organization called the Association of American Football in Poland (Związek Futbolu Amerykańskiego w Polsce, ZFAP). ZFAP today manages American football activities nationally and is affiliated with IFAF. It organizes the Polish Football League and represents Polish clubs and national teams to international organization like IFAF.

For more information, please contact Commercial Service Poland at office.warsaw@trade.gov.