The National Football League (NFL) is expanding its global reach by hosting its first-ever game in South America. With the league’s financial strength at an all-time high, generating $13 billion in revenue last season and an average team value of $6.5 billion, the NFL is now focusing on international markets. As part of its international expansion plans, the NFL will play five games in Europe and South America this season, with the goal of increasing this number to eight games next season.
NFL Commissioner Roger Goodell emphasized the impact of bringing regular-season games to international markets, stating that it creates a new environment and sparks interest among fans. However, playing games abroad also presents logistical challenges for players, such as long flights and adjusting to different time zones. Goodell highlighted the importance of managing player schedules and ensuring they have enough time to recover before their next game.
Expanding into international markets not only attracts new fans but also opens up sponsorship opportunities and strengthens the league’s relationships with international media partners. For example, the NFL had only two sponsorship deals in Germany before playing games there in 2022. Today, the league has 15 agreements in the country. To further promote their brand and engage with fans abroad, the NFL introduced the Global Markets Program, allowing teams to have marketing rights in other countries. Currently, 25 franchises are participating in the program across 19 international markets.
Goodell also discussed the NFL’s media rights landscape, highlighting the growing importance of streaming options. The league has broadcast deals with major networks like Fox, ESPN, ABC, NBCUniversal, and CBS, as well as streaming platforms like YouTube, Netflix, Amazon, and Peacock. These deals are estimated to be worth $11.4 billion by 2024. While some games are exclusively streamed, the majority of NFL games are still available on broadcast television. Goodell emphasized the importance of reaching fans on their preferred platforms and stated that the NFL’s policies are aimed at supporting more people watching football and enhancing fan enjoyment.
In conclusion, the NFL’s expansion into international markets is driven by its desire to become an international sports property. Through playing games abroad, the league creates new fans, strengthens sponsorship opportunities, and deepens relationships with international media partners. The Global Markets Program allows teams to build brand awareness and engage with fans in other countries. Additionally, the NFL’s media rights landscape has evolved to include streaming options, which have benefited the league and its fans. Despite the growth of streaming, the majority of NFL games are still available on broadcast television, ensuring broad access for fans.
