Mention sports that set viewing records prolifically and NFL football is likely the first to spring to mind. Take “Sunday Night Football,” for instance, which finished the Fall-Spring TV season as prime time’s No 1 show for the 15th consecutive year. Jump to 2026 and the NFL Draft captured the attention of 13.2 million viewers across ESPN, the third most-watched Day 1 ever in NFL history.
The NFL achieves massive revenues and has its sights set on huge growth. Below is a look at how it sets about achieving these, including methods and strategies and market expansion plans.
Bringing in the money
Six billion in ad revenue from media partners, a 7% increase on the year before: just one example of the vast amount of revenue the NFL generates. In 2025, the organization reported total revenue of more than $23 billion for the last fiscal year and is aiming for $27 billion in 2027.
This highly successful sports league attracts these huge sums in various ways. Media rights are the biggest money spinner. 2025 was the third year of media rights agreements valued at nearly $110 billion for 11 years. CBS, NBC, Fox, ESPN, and Amazon are major contributors.
Licensing and merchandising of both league trademarks and individual teams’ logos bring in significant billions for the organization, and corporate sponsorship generates hefty amounts, too, especially for placing a sponsor’s name on the stadium. Partnerships with sports betting companies can be particularly lucrative and, as a bonus, thanks to offers such as DraftKings sportsbook offers and similar, encourage engagement with the sport.
Ticket sales and concessions are a further revenue stream, but this income is pocket change compared to the sums from TV rights.
International expansion with international games
International NFL games are an important tool for growth. The organization increased the number of games scheduled for the 2025 to 2026 season to seven. In 2026, the NFL’s most demanding international season yet, three games will take place at London (two at Tottenham Hotspur Stadium and one at Wembley), one at Rio de Janeiro, one in Paris, one in Madrid, one in Melbourne, and one in Mexico City.
The NFL is likely to want to schedule more international games, but a collective bargaining agreement restricts this to 10. Roger Goodell, the commissioner, has long pressed for an 18-week regular season with an extra bye week, which would create opportunities to present the NFL to territories in different time zones. However, the NFL Players’ Association would need to agree for Goodell to get his wish.
The Global Markets Program
There’s more to the NFL’s international strategy than just putting on games abroad, however. The international strategy is shifting from games to developing long-term local fan bases.
All 32 of the NFL’s teams are part of the NFL Global Markets Program. Under this program, teams can apply for international marketing rights in one country or more. This allows them to target locations that make either good business sense or good cultural sense, and to build brand awareness and local fan bases abroad. Strategies include local events that engage with the fans directly, such as watch parties, and, in the form of flag football, encourage participation in the sport. This savvy approach creates opportunities for new sponsorships at the same time.
New territories in the program
In 2025, Greece joined the program as the NFL’s first territory in southern and eastern Europe, and the LA Chargers will be its first global market club. The same year, the NFL also entered the UAE, its first Middle Eastern market through the program, where the Washington Commanders, San Francisco 49ers, and LA Rams have all received marketing rights.
The UAE addition is especially important, since there have been reports that the NFL is looking to stage an international game there. UAE interest in the NFL is believed to be high, according to sources within the NFL.
In general, connecting with international audiences is one of the biggest hurdles the NFL faces because American football is uniquely American. The NFL believes it’s possible and, through flag football, which flows better because it’s based more around running than standard American football and its crunching tackles.
International Player Pathway Program
This program is tied to the Global Markets Program. The initiative is dedicated to identifying global talent and helping these athletes to develop and improve their talent. The goal, ultimately, is for them to join the NFL and become part of an NFL team roster.
The NFL is pushing hard to grow internationally, not just by putting on games abroad but also by engaging in strategies that allow it to cultivate a long-term, local fanbase. Other ideas the NFL has floated for potential growth include a European-based franchise or division and even a Super Bowl held in London.
