Richard Dean
Updated on: October 8, 2024 12:08 am GMT
The National Football League (NFL) is making strides in expanding its international reach as it embarks on its inaugural game in Brazil this Friday. The matchup, a highly anticipated event for fans, exemplifies the league’s intention to enhance its global footprint and revenue avenues.
NFL’s First Game in Brazil
The NFL will host its first game in São Paulo, marking a historical moment for the league and its pursuit of broadening its audience outside the United States. As the kickoff approaches, NFL Commissioner Roger Goodell expressed enthusiasm about the potential for international markets during an interview on CNBC’s “Squawk Box.
Goodell emphasized that the NFL plans to not only bring games to Brazil but also expand participation in international markets significantly, with intentions to play eight games abroad by next season. “When we bring our brand of our regular season games here, it creates a whole new environment,” said Goodell, underscoring the positive impact such events can have on fan engagement and sponsorship opportunities.
Economic Impact and International Growth
The NFL is enjoying robust financial success, with the league generating approximately $13 billion in revenue last year and each franchise valued at an average of $6.5 billion. Goodell noted that expanding into international territories is pivotal for maintaining this growth trajectory. Approximately 25 NFL franchises are currently engaged in the Global Markets Program, which allows teams to develop marketing rights in specified countries, including Argentina, Colombia, South Korea, Japan, and Canada.
As the league seeks to penetrate key markets, it also involves adapting to international audiences. For instance, officials are studying how traveling and time zones affect player performance, emphasizing a learning process necessary for successful international events. Brazil, which is one hour ahead of Eastern Time, poses unique logistical challenges, especially with travel times reaching up to 11 hours.
Streaming Developments for NFL Games
In tandem with its international games, the NFL is also transforming its broadcast strategy domestically. The season ahead promises an even larger number of games exclusively available via streaming platforms, a significant shift in how fans access football. With streaming services like Amazon Prime Video, Peacock, ESPN+, and Netflix entering into agreements—with Netflix making an unprecedented move to stream two Christmas Day games—the NFL is adapting to the viewing preferences of a younger demographic.
Streaming is becoming increasingly integral for the league’s growth, as traditional viewership ages. Last season, linear TV viewers had an average age of 55.4, prompting the NFL to diversify its platforms to capture a younger audience. For instance, Amazon will stream 15 Thursday Night Football games exclusively, while Peacock will host select matchups, including the game in Brazil.
Broadcast Strategy for the 2024 Season
The NFL aims to optimally utilize its media rights, having secured various deals worth an estimated $11.4 billion, encompassing traditional broadcasters and streaming services alike. Nearly all games this season will be available either through TV or streaming, reflecting the league’s commitment to broad distribution.
Among the notable arrangements:
- Amazon Prime Video: Hosting Thursday Night Football for its third season, streaming 15 exclusive games this year.
- Peacock: Streaming a range of NFL games including the highly anticipated matchup from São Paulo.
- ESPN+: Planning to stream one Monday Night Football game and various postseason matchups.
- Netflix: Making headlines with a deal to stream two games on Christmas Day.
Pricing structures for these streaming services vary, giving consumers multiple options based on their viewing preferences.
Viewer Engagement and Future Prospects
As the NFL continues to innovate within its broadcasting strategy, it aims to engage its existing audience while attracting new fans. Goodell articulated that understanding where fans consume content is crucial and reflects the league’s ability to adapt in a rapidly changing media landscape.
The NFL’s continuous efforts to expand its international presence and innovate its streaming approach signify a commitment to remain relevant and accessible in a competitive entertainment market. With new strategic plans in place and an eye towards international growth, the league is well-positioned for future successes.
The next NFL season is going to be really important. It will make it easier for more people to watch the games and help the league grow its fans all around the world.
