Americans, by and large. One reason why it has a far smaller international audience than other, similar sporting events? Scheduling:
In 2010, European soccer’s governing body moved the Champions League final from its traditional Wednesday
night time slot to Saturday night. That makes it much easier for audiences in populous and soccer-obsessed South America and Asia to tune in, Alvay says. “People in Asia have got a greater capacity to be up at the middle of the night when it’s on a weekend and they don’t have to work the next day,” he says. …
Contrast this with the Super Bowl, which is scheduled to maximize U.S. viewership; audiences peak during the showbiz-heavy halftime show. That makes it problematic for international audiences outside the Americas. It allows for daytime viewing in Asia, but this is where American football has its smallest following. In Europe, where the league has been focusing its recent international expansion efforts (the NFL has hosted a game in London annually since 2007), the timing couldn’t be worse: Kickoff is at 6:30 pm in New York, which is 11:30 pm in London and 12:30 am in Western Europe. And games typically last for three hours.
The Dish 