Why are there opening games in Sweden and Finland? I can understand having mid-season games overseas as a form of advertising, but not the opening games.
Better at the begining then midseason. You can really screw up some momentum going overseas in the middle of the season. Good global marketing. NBA is doing it this pre-season also.
I believe all the major sports leagues have done this kind of thing. Baseball has had some games in Japan (feel free to correct me if I'm wrong) and I think the NFL had a game in Mexico a while back.