GLENDALE – The NFL’s international expansion has become more than a scheduling novelty. It is now a test of branding and on-field product, and the Arizona Cardinals failed to make the cut.
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As the league prepares to unveil the 2026-27 schedule, the NFL has already announced games in London, Madrid, Melbourne, Rio de Janeiro, Munich, Paris, and Mexico City. The Cardinals are absent from every conversation, and that silence says more about the organization than rebuilding season could.
Nov 21, 2022; Mexico City, MEX; Arizona Cardinals guard Will Hernandez (76) carries the Mexican flag onto the field prior to the game against the San Francisco 49ers in the first half at Estadio Azteca. Mandatory Credit: Rob Schumacher-USA TODAY Sports
The NFL does not send random teams overseas. It sends teams that are catching people’s eyes on and off the field. Teams selected for international games typically check three boxes of playoff relevance, star power, and national intrigue. Right now, Arizona struggles in all three areas. Even with emerging talent like Trey McBride and Marvin Harrison Jr. alongside established leaders like Budda Baker, the Cardinals are still viewed as a rebuilding franchise lacking a defined identity.
Nov 21, 2022; Mexico City, MEX; A general view outside Estadio Azteca prior to the NFL International Series Monday Night Football game between the Arizona Cardinals and the San Francisco 49ers. Mandatory Credit: Kirby Lee-USA TODAY Sports
That perception matters because international games are designed to grow fandom. Casual viewers in Germany or Brazil are more likely to tune in for established contenders, superstar quarterbacks, and recognizable brands. The Cardinals, fairly or unfairly, have not built that image. International exposure affects merchandise sales, sponsorships, media attention, and long-term relevance. The NFL is telling fans which franchises represent the future of the league globally. Arizona seemingly is currently not one of them.
Nov 16, 2025; Madrid, Spain; An advertisement for the 2025 NFL Madrid Game between the Washington Commanders and the Miami Dolphins on the Cines Callao facade. Mandatory Credit: Kirby Lee-Imagn Images
So how does that change? Winning is the first step, but not the only one. The Cardinals need consistent success, recognizable stars, and a culture people associate with excitement. Organizations like Kansas City and Detroit transformed perception by becoming competitive and marketable simultaneously. Arizona has pieces to build around. But until the franchise creates a product the NFL believes can capture global attention, it will remain on the outside looking in while the league expands everywhere else.
Do the Arizona Cardinals really have the NFL’s toughest 2026 schedule?
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Reporter Benjamin Bliklen covers the Arizona Diamondbacks, Arizona Cardinals, and Phoenix Suns for Burn City Sports. You can follow him on his X account, @BenBliklen
