Shane De Lappe and Stephen Murphy arrived at Croke Park in Dublin last month about an hour before the stadium opened its gates. Their purpose was not to watch Gaelic football or hurling; instead, these fathers in their thirties were attending a sold-out watch party organized by the Pittsburgh Steelers.

Once inside, they indulged in wings, hot dogs, and tater tots, all washed down with pints of Guinness while enjoying a live broadcast of the Steelers facing the Colts in Indianapolis.

The NFL has only held one game in Ireland—a preseason match back in 1997. Therefore, for now, the closest experience De Lappe and Murphy can enjoy is this gathering with over 800 passionate fans waving their Terrible Towels. Their ultimate dream is to travel to the U.S. to witness the Steelers play in the Super Bowl.

“I would give up a kidney for that opportunity,” De Lappe remarked. “We’re both die-hard Steelers fans, and we hope to make it over there in the next few years.”

In the meantime, they would happily settle for a regular-season game in Ireland. Judging by the excitement at the watch party, the Steelers and the NFL could easily sell out all 82,300 seats in Croke Park if a game in Dublin were announced. Many of these fans keep up with games via the NFL Network’s RedZone streaming service, engage in fantasy football, and travel to London and the U.S. to catch games. Young fans are hooked on the Madden NFL video game and enjoy watching game highlights on YouTube.

“He’s got the gear, and once he got RedZone, that was it,” said Chris Bull, watching his 11-year-old son, Ruari, who sported a Ja’Marr Chase Bengals jersey. “He even took an American football to school for show-and-tell.”

Bull, along with neighbors Paul Keane and Ben Deans, brought their sons to the watch party and have organized sleepovers to watch the Super Bowl with their friends.

Despite the high demand for NFL content in Ireland, the league is taking a strategic approach. They are moving carefully to ensure that sponsors, media partners, and a solid base of committed fans are established before deciding on teams and dates for a game.

“The aim is not to be a traveling circus that pops in and out,” stated Henry Hodgson, who oversees NFL operations in the UK and Ireland, during the watch party that featured former Steelers players Willie Parker and James Farrior, as well as the team’s mascot, Steely McBeam. “It’s about establishing roots.”

The NFL has a long history of seeking new fans and revenue internationally, having hosted regular-season games in London since 2007. This season’s final London game will feature the Jacksonville Jaguars against the New England Patriots. The league has expanded its reach in recent years to include locations in Mexico, Germany, and Brazil, with a game set to debut in Madrid next year.

Next year, the NFL could increase its international games to as many as nine, up from five this year. Commissioner Roger Goodell recently mentioned that the NFL might eventually host up to 16 games a year overseas, potentially requiring the addition of an 18th regular-season game.

However, unlike earlier international efforts dating back to the 1980s, which saw teams playing preseason games globally, the NFL now leans more on individual teams to build their presence in various countries.

For example, the Los Angeles Rams have focused on Australia, Japan, and other Pacific Rim nations, while the Miami Dolphins have established connections in Brazil and Spain. The Kansas City Chiefs have made headway in Germany due to their owner, Clark Hunt, having ties with FC Dallas and Bayern Munich. This has helped the Chiefs generate over a million euros ($1.1 million) in revenue from the country.

The Steelers are concentrating on Mexico, where their popularity soared during their glory days in the 1970s, and Ireland for personal reasons. The Rooney family, who has owned the Steelers since Art Rooney founded the team in 1933, emigrated from Ireland in the 1840s. In 1976, Dan Rooney, Art’s son, co-founded The Ireland Funds, which promotes stronger ties between Ireland and the U.S. He also served as U.S. ambassador to Ireland from 2009 to 2012 and hosted flag football games at his residence on the Fourth of July instead of traditional baseball games. Notably, he once buried a statue of a raven on his grounds to avoid any reminders of the Baltimore Ravens, a rival team.

In recent years, Dan Rooney III and his operations team have made multiple trips to Ireland to host watch parties and flag football clinics, while also establishing relationships with local business leaders, sponsors, and media partners.

“It’s about promoting the game of football and enhancing the Steelers brand,” Rooney, the team’s director of business development and strategy, stated in Dublin last month.

While American football is still relatively unknown in the Republic of Ireland and Northern Ireland, the NFL estimates that around 350,000 fans on the island follow or watch their games, a notable figure considering the total population of approximately seven million. The NFL’s popularity has surged, aided by accessible streaming services, fantasy football, and game highlights on YouTube. NFL games are typically aired on Sunday evenings when few other sports are on, though viewership drops for the later games due to time differences. Interest in American football spiked this year after Northern Ireland Gaelic football player Charlie Smyth signed with the New Orleans Saints’ practice squad as a kicker.

“The internet has really brought us closer together,” noted Michael McQuaid, co-host of the Irish Steelers Podcast and founder of a Steelers fan group. “There’s been a significant increase in fans here, and the focus now is on creating a Super Bowl-like event.”

The Steelers, who last played internationally in 2013, are keen to have a game in Ireland. Last month, Goodell joked that he hears from the Rooneys daily about the prospect of a game in Dublin.

“I’m confident we will play in Ireland,” Goodell said recently. “I can’t say it’ll be next year, but it’s definitely on the horizon.”

Peter McKenna, who manages Croke Park, expressed certainty that tickets would sell out quickly if a game were announced. Many ticket buyers would likely be Steelers fans from the U.S. seizing the opportunity to visit Ireland while supporting their team. College teams have played in Dublin for years, attracting large crowds—27,000 fans recently traveled across the Atlantic to see Florida State take on Georgia Tech.

However, McKenna, Irish business leaders, and the Steelers recognize that there are still numerous logistical challenges to address. The airport will need to accommodate charter flights, and arrangements for buses, hotels, training facilities, and increased security will also be essential. Additionally, the stadium’s locker rooms may need expansion.

“NFL players are enormous,” McKenna remarked, noting that league officials visited the stadium this summer to assess its suitability.

The government is also evaluating the economic impact of hosting an NFL game and whether the benefits will justify the costs. Local authorities would need to provide technological services and power for broadcasters, among other requirements.

“We’re still in the early stages of exploration,” explained Paul Kelly, CEO of Failte Ireland, the national tourism authority conducting this analysis. “Bringing a major event entails considerable fees and support services, representing a multimillion-euro investment. However, they also bring significant tax benefits.”

Beyond the travel and game-day logistics, the NFL aims to ensure that playing in Ireland bolsters business opportunities. The Steelers have been creating localized content for social media and sending alumni to Ireland for promotional activities. The team holds two media deals in Ireland, including one that broadcasts their preseason games, and a regular-season game could lead to even more lucrative contracts.

“I don’t think you need to focus solely on a direct return on investment,” remarked Paul McCann, CEO of Dublin-based tech firm Ergo, which is exploring sponsorship opportunities with the Steelers. “Our clients are primarily C-suite and IT professionals who are often avid sports fans, so aligning with the Steelers makes a lot of sense.”

The Jacksonville Jaguars and the Jets are also expanding their efforts in Ireland, in addition to their marketing initiatives in the UK. Like the Steelers, the Jaguars have sent former players to Ireland and organized football clinics, and they even had an Irish fan announce one of their draft picks in April.

“It’s certainly a growing market with a well-established love for football,” said Sarah Brookes, who represents the Jaguars in London. “While soccer enjoys immense popularity due to its global appeal, a significant number of fans here prefer following NFL football.”

However, given their strong ties to Ireland, the Steelers seem poised to be the first team to play a regular-season game in the country.

“They’ve adopted a long-term, sustainable approach,” said Mick O’Keefe, CEO of Teneo’s Irish operations, a firm assisting the Steelers with their strategic planning and communications in Ireland. “They didn’t rush in and attempt a quick grab. They’ve laid the groundwork effectively.”