Monday December 4, 2023

NFL Brand Power Hits New Height with $2.7B Haul

  • The NFL broke its previous record with $2.7 billion in sponsorship deals.
  • Team deals accounted for $2.05 billion of that sum.
Eric Hartline-USA TODAY Sports
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The NFL’s brand power has never been stronger.

The league booked a record $2.7 billion in sponsorship revenue in the 2022-23 season — led by deals in alcohol and tech — according to SponsorUnited.

  • The league’s 32 teams combined for $2.05 billion from sponsor deals, with the league securing the remaining $650 million.
  • The league’s teams crossed $2 billion in sponsorship revenue for the first time after earning $1.8 billion in 2021-22, per SponsorUnited.
  • The Jacksonville Jaguars topped all teams with at least 170 deals, followed by the Dallas Cowboys (140), and Buffalo Bills (135).

The NFL opened up new markets for teams by awarding international marketing rights in December 2021. The league scored another major new deal when Apple Music bought rights to the Super Bowl Halftime Show in September 2022. 

“The NFL continues to impress with not only the amount of sponsorship revenue, but the diversification of industries leveraging those partnerships,” said Bob Lynch, founder and CEO of SponsorUnited.

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Media Mammoth

The league is also set to break media revenue records when its deal with Google for “NFL Sunday Ticket” kicks in next year.

The out-of-market games package could reportedly be worth up to $2.5 billion per year, factoring in additional deals that allow it to be shown in bars and restaurants. 

The league also earns around $10 billion per year from its 11-year media deals with Comcast (NBC), Disney (ABC, ESPN), Paramount Global (CBS), Fox, and Amazon.

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