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NFL Team Values Rise 12% After Broncos Sale

  • NFL team values should be adjusted 12% upward after the Denver Broncos purchase, per Forbes.
  • Rob Walton bought the team for $4.65 billion.
Kirby Lee-USA TODAY Sports
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Rob Walton’s $4.65 billion purchase of the Denver Broncos is changing the math on NFL team valuations.

Forbes determined that the average NFL team value should increase 12%, based on what Walton could have paid to secure the team.

  • The next-highest bid for the Broncos was reportedly around $4 billion
  • Walton presumably could have secured the team for $4.2 billion but wanted an expedited process — with an estimated net worth of $56.5 billion, he had cash to spare.
  • That $4.2 billion figure is 12% above Forbes’ 2021 estimate of the team’s value of $3.75 billion.

By that calculation, the average team value would rise from $3.5 billion to $3.9 billion.

The Broncos had $500 million in estimated revenue in 2021. Walton paid 9.3 times that sum.

Re-Up in Canada

The NFL expanded its relationship with Bell Media on Monday, which will continue to have exclusive linear rights to the league in Canada. 

The multiyear deal will have NFL games broadcast across one French and three English channels. Bell will gain access to “RedZone” (previously exclusive to DAZN), the International Series, and new Monday night games.

DAZN’s digital rights in Canada expire before the start of the coming NFL season.

Due to Canadian broadcast regulations and a December 2019 court ruling, the Super Bowl ads seen in the U.S. are not shown during the Big Game in Canada.

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