Its reach exceeds that of any other sports league, with broadcasts reaching an estimated 4.7 billion people across every continent.
The EPL, however, is not the most successful in terms of revenue.
That remains the NFL, which has been backed by a massive domestic market in the US. By some estimates, the NFL makes around three times the revenue of the Premier League globally.
While the NFL has been supported by the domestic market, it has also made moves to increase its global share. The approach has been both patient and targeted, and it has proven to be very successful.
Super Bowl LX will be a global NFL event
We are approaching Super Bowl LX, the climax of the NFL season.
The Super Bowl betting odds are wide open, so it’s not quite clear who will be there on February 8.
The identity of the two teams can impact domestic viewership in the US, but you can almost guarantee the international audience will break records once again.
Television ratings for the Super Bowl can be difficult to break down outside of the US, but we do have some figures, and they usually trend upwards year on year.
2024 saw a 10% increase over 2023, and Super Bowl LIX (played last February) broke records for total global audiences (including the US).
The event still does not have the pull globally of, say, the FIFA World Cup Final, but the slow and steady growth sits just fine with the NFL’s hierarchy.
Their plan to grow the sport outside of its US heartland is measured in decades, not years.
One key aspect of the league’s strategy is partnering with local broadcasters. It does not happen in every market, yet it is an effective entry point for local fans.
It is not just about streaming the US broadcast, but a concerted effort to localize the content. The same goes for social media.
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Simple things, like using local time zone references to list the fixtures, can really build connections.
International Games have been a huge success
And then there is the not-so-secret weapon of NFL International Games.
While the Premier League and Spain’s La Liga have wrapped themselves in knots trying to arrange games abroad (America is often their target), the NFL has no such issue getting teams to play regular season game abroad and convincing fans that it’s a good idea.
By our count, 55 NFL games have been played outside the US.
A large chunk of those have been played in London, but there have also been games played in Mexico, Germany, Brazil, Ireland, and Spain.
Australia is scheduled to play a game in the 2026 season.
China has been discussed as a potential game, but political tensions may have put that on the back burner for now.
One of the most interesting things to see is the HMA agreements between NFL teams.
In effect, this gives each team specific spheres of influence in different locations around the globe.
For instance, the Miami Dolphins have been given Argentina, whereas Ghana goes to the Philadelphia Eagles.
The HMA (home marketing areas) agreements mean teams can engage in specific marketing activities in those countries, while other teams are effectively banned (for a period of 5 years).
Some countries, like the UK, will host several teams with HMA agreements. It’s an effective tactic.
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As for the grassroots level, that’s more difficult to quantify.
Some sources claim that American football is the fastest-growing sport in Kenya, for instance.
But in many countries, the lack of facilities and the entrenchment of national sports make it difficult for gridiron to gain a foothold in schools and sports clubs.
Yet there is evidence of a pickup in participation levels across various countries.
The NFL, too, has been spending money and time fostering those grassroots initiatives.
It will, of course, take a lot to usurp soccer as the sport that unites the globe, but the NFL’s patient approach has really taken off.
The NBA has tried to follow suit, with some success, but it has arguably not been as dogged in pinpointing markets and staying there.
The NFL clearly leads the way in this race to expand the US sports leagues across the Atlantic and beyond.
NFL revenue 2024| Statista
NFL revenue has increased year after year.
In 2023, the NFL’s annual revenue exceeded 18 billion U.S. dollars for the first time.
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