The NFL, the world’s highest-grossing sports league, has everything but the level of popularity or presence that other major sports leagues have around the globe. During the pandemic, the NFL made over $12 billion in revenue. No competition can boast these figures, which makes becoming global the sensible strategy.
The NFL is so popular in the U.S. that the broadcasting network sells out Super Bowl advertising space months in advance of the event. From airtime having an equivalent of $6.3 million per 30 seconds to having millions of fans looking for top NFL odds and picks, the league is now beginning a strategy that will put the NFL among the top leagues in the world.
The NFL’s Strong National Presence
The NFL brand is so powerful that the $12 billion during the pandemic was 3.3 times higher than what the MLB recorded and 1.5 times higher than the NBA. However, there is something that the NFL has that these other leagues don’t: A significant impact on loyal fans all over the world.
Markets such as Great Britain, Germany, Mexico, and Brazil, are spearheading efforts to position themselves as possible territories for NFL expansion.
A few years ago, commissioner Roger Goodell said that by 2027 the goal was for the NFL to have revenue of 25 billion dollars. Considering that in the last ten years, revenue growth was recorded at 82% without considering the pandemic. This leaves the league with no choice but to seek a more strategic global expansion.
Gradual Steps to Take the League Overseas
Football in the U.S., before leading with recognition behind the NFL brand, has recorded games in other countries since 1926. These matches have been in 16 cities worldwide, including London, Tokyo, Gothenburg, and Sydney, among others. The most recent addition, beginning in the 2022 season, was Germany’s Munich.
But it was in the late eighties that the league began to look with interest systematically to spread and dominate the rest of the world. The first attempt was in 1989 when the NFL, with investment from its teams that contributed $1.3 million, created the World League of American Football (WLAF).
Years later, the project changed its name to NFL Europe, which remained in effect between 1998 and 2007 when operations were shut down. Between the WLAF and NFL Europe, nine European franchisees participated. However, the league decided to close the project due to financial issues and low profitability.
The Modern Approach to Dominate the World
There are at least six strategies the NFL has in its pipeline to become a global league. To reach the goal of $25 billion, it is necessary to build a more extensive fan base. For this to happen, the NFL product needs to become more international.
The NFL is now set to allow the 32 teams to split the international market in a certain way and award franchises with experimental commercial exclusivity in certain areas. The NFL is willing to compete for a share of the revenue from global markets on the condition that teams work with them, generate more fans and create long-term loyalty and commercial strategies.
To league experts, Canada, China, Germany, Mexico, and virtually all of Europe are the targets for expansion. Other regions such as Australia and Japan will follow as vital options.
After what happened with NFL Europe, the league has preferred to take a step back and rethink its strategy. The first move is to activate the U.K. market and then move to Mexico. The first country for its purchasing power and the second for the number of fans and its rich sports tradition.
Since 2007, NFL teams have played regular season games outside the U.S. The league has brought matches to the U.K., which have gradually become a tradition for the European sports industry. This gradual pursuit has had outstanding results, with the level of popularity expected to continue growing as the NFL pursues global domination.
Disclaimer: This article is published as received. Consider this article for education purpose only and not an endorsement to betting. Please bet responsibly as it involves financial risk. Do check with your nation about the legality of betting.
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