NFL: How Mini Super Bowls & Christmas games can help league’s international growth
O’Reilly said the NFL, its clubs and partners now have a “global mindset”, with 25 of the 32 clubs participating in the league’s global marketing program.
The business, which spans 19 countries, helps build brand awareness and fan engagement, while an increase in NFL content on streaming services and social media means the league is attracting a wider, younger audience.
O’Reilly added: “Beyond the competition itself, we’re excited about how much momentum there has been around the world throughout the year.”
With the NFL dominating the U.S. sports market in terms of ratings and sponsorship revenue, international markets represent the next frontier.
It’s unclear how much revenue this generates for the NFL, but it is the world’s most profitable sports league, reportedly set to generate $20bn (£15.7bn) by 2023.
The NBA brought in $13bn (£10.2bn) in revenue in the 2023-24 season, while Premier League clubs will bring in a combined £6.1bn ($7.8bn) in 2022-23.
The NFL makes most of its revenue from media rights. In 2021, the two sides reached an 11-year agreement worth $111 billion (£87.3 billion). The NBA’s current contract also lasts for 11 years and is worth $76 billion (£59.8 billion), while the Premier League’s deal is three years and worth £10 billion ($13 billion).
However, in 2023, the NFL signed a 10-year deal with DAZN, significantly enhancing its streaming service so that fans in more than 200 countries can watch every game live.
In May, the NFL struck a three-year deal with Netflix, which has reportedly paid $150m (£118m) to broadcast two games on Christmas Day.
The league says it will be the first “truly globally distributed competition” in world sports.
More games means more media rights can be sold, while more international fixtures could mean – due to time zones – a fourth broadcast window every Sunday.
Picture this: more than 12 hours of continuous live NFL games every week. It’s no wonder the league and its teams have such a “global mindset.”
