NFL Takes its Games to Brazil

The National Football League (NFL) is making history by hosting its first-ever game in South America, a significant step in the league's global expansion efforts. The inaugural game in São Paulo, Brazil, marks the NFL's growing presence in international markets.

• The NFL's decision to hold games in Brazil is driven by the league's ambition to build a global fanbase and secure new revenue streams.
• The league has already achieved significant financial success, with last season generating $13 billion in revenue, and an average team value of $6.5 billion.
• However, the NFL recognizes the importance of international markets to sustain its growth trajectory.

NFL Commissioner Goodell's Vision

NFL Commissioner Roger Goodell has outlined the league's vision to become a truly international sports property. He emphasizes that the NFL aims to create a spark and build a new environment by bringing regular season games to new territories.

• This season, the NFL is holding five games abroad in Europe and South America.
• Next season, the number of overseas games is expected to increase to eight.
• Goodell acknowledges that playing games abroad requires learning and adapting to new challenges, such as long flights and different time zones.

Expanding the NFL's Global Reach

The NFL's presence in international markets not only creates new fans but also opens up opportunities for sponsorships and strengthens relationships with international media partners.

• The NFL has seen a significant increase in sponsorship deals in Germany since the league began playing games there in 2022, growing from two to fifteen agreements.
• The league's Global Markets Program, currently in its third year, provides teams with marketing rights in other countries.
• This program allows franchises to build brand awareness and fan bases abroad, with 25 teams participating in 19 international markets.
• Examples include the Miami Dolphins' marketing rights in Argentina and Colombia, the Los Angeles Rams' rights in South Korea and Japan, and the Seattle Seahawks' expansion to Austria, Germany, and Switzerland.

NFL's Embrace of Streaming Platforms

NFL Commissioner Goodell also discussed the league's media rights landscape, highlighting the growing role of streaming platforms.

• The NFL has broadcast deals with major networks such as Fox, Disney's ESPN and ABC, NBCUniversal, and CBS.
• The league has also expanded its reach to streaming platforms like YouTube, Netflix, Amazon, and Peacock, further diversifying its media rights portfolio.
• This strategy allows the NFL to reach fans who prefer streaming content, contributing to the league's revenue growth.
• However, Goodell emphasized that 85% of NFL games remain available on broadcast television, ensuring broad accessibility for fans.

NFL's Commitment to Growth

The NFL's strategic moves, including the expansion into Brazil, the embrace of streaming platforms, and the Global Markets Program, demonstrate a commitment to growth and reaching a wider audience.

• These initiatives aim to foster a passionate fan base and solidify the NFL's position as a truly global sports league.
• The NFL's success in international markets could further strengthen its financial position and open doors to new revenue streams.