By Marta Elena Casanova
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In recent years, football has been undergoing a profound transformation. It’s not just about VAR, congested schedules or new European formats: the real battleground today is the globalization of domestic leagues. Increasingly, competitions like the Premier League, La Liga and Serie A are considering taking official matches abroad — to strategic markets such as the United States, the Middle East and Australia. The declared goal is clear: to expand the global audience and boost commercial revenues. But behind this strategy lies a deep cultural divide — between those who see football as a show and those who defend it as a local heritage.
A new frontier: taking leagues around the world
The idea is no longer just hypothetical. In recent months, two concrete cases have reignited the debate: the February 2026 fixture between Milan and Como, which Serie A plans to stage in Perth, Australia, and the La Liga clash between Villarreal and Barcelona, set to be played at Miami’s Hard Rock Stadium on December 20. Both matches were exceptionally authorized by UEFA (Milan–Como officially due to San Siro’s closure ahead of the Milano-Cortina Winter Olympics opening ceremony), though president Aleksander Ceferin made clear he does not intend to turn this into a permanent precedent. Ceferin opposes a permanent “relocation” of domestic leagues, warning that “moving away from its roots risks breaking its soul.”
Not everyone agrees, however: Como Calcio, for instance, supported the initiative, calling it “a showcase for Serie A and an opportunity to promote Italian football worldwide.” Two opposing stances that perfectly encapsulate the core dilemma: outreach or tradition, openness or belonging.
The economic drive behind globalization
Behind this new trend lies a clear objective: to expand the commercial value of domestic leagues. With TV revenues in Europe having plateaued, leagues now look abroad as the new Eldorado. The United States, Asia and the Middle East represent fast-growing markets, with young fans and increasing demand for football content. Taking a match overseas helps strengthen brand presence in emerging markets, secure new sponsorship deals, and offer live experiences to millions of fans who, until now, have only seen this European sport on TV. For clubs like Milan, Barcelona or Manchester United, it’s also a way to reinforce their status as brands, generating revenue beyond sporting results. And for emerging teams like Como, it’s a rare chance to gain international exposure that would be impossible to achieve by staying within national borders.
But can football really be “exported”?
While the move may make sense economically, from a sporting and cultural standpoint the issue is far more complex. Relocating a league match creates logistical, environmental and athletic challenges: ten-thousand-kilometre trips, time zone shifts, disrupted preparation. Most importantly, it erases the territorial dimension — the sense of place that gives meaning to derbies and historic rivalries. Playing Milan–Como in Perth or Villarreal–Barcelona in Miami changes everything: the atmosphere, the fans, the context. For many supporters, it feels like stripping the competition of its authenticity, turning a league match into a marketing showcase. Unsurprisingly, several fan groups in Italy and Spain have denounced the move as a “sale of identity.” The risk, many observers warn, is that football might lose its bond with the territory in the pursuit of profit at any cost.
A fine line between growth and loss of identity
The debate, however, isn’t just economic or emotional — it’s also political and cultural. Ceferin has repeatedly emphasized that European football’s strength lies in its local roots, in the popular passion connecting clubs to their cities, and that moving matches “breaks the pact with the fans.” Yet, leagues see internationalization as essential for survival: with rising wages and competition from new emerging leagues (like Saudi Arabia’s), standing still would mean falling behind. Perhaps the truth lies in the middle: future must balance business and belonging, opening to the world without forgetting its roots.
Exceptional events such as Milan–Como in Australia or La Liga in Miami can serve as useful experiments — provided they don’t erase the cultural and sporting value of domestic football.
All is now a reality, but its soul remains local. And the greatest challenge for leagues and clubs alike will be just that: to expand without losing themselves.
By Marta Elena Casanova
