NFL expands sports wagering sponsorship opportunities abroad

The NFL announced on Thursday that it would allow sports teams in its Global Markets Program to sell sponsorships to legal sports wagering operators in their designated country.

The move is only one of the changes to the league’s Global Markets Program designed to provide teams more chances to build a more substantial overseas fan base and generate revenue.

Teams in the league’s Global Markets program were previously limited to selling sponsorships to the top online sportsbooks that had league-level deals.

While the change is not expected to impact the program’s short-term revenue predictions fundamentally, team sources stated it was the right move for better monetization.

In a statement, David Highhill, the NFL General of Sports Betting, pointed out the importance of live games in sports betting, particularly when attempting to increase fan base and drive engagement.

“So much of the entertainment is tied to the live game itself, and we think that’s a key part of driving engagement and fans growth abroad,” Highhill said.

The change is effective immediately for countries like Canada, Ghana, France, Spain, Mexico, Austria, Germany, and Switzerland. On the other hand, it will not go into effect in New Zealand, the United Kingdom, Australia, and Ireland until 2024.

The NFL made two other modifications to the rules of the program. One of the changes allowed league teams actively involved in Germany, the U.K., and Mexico to have additional commercial rights within the previously NFL-owned stadium area footprint. This gives teams better opportunities to secure branding and commercial opportunities in their local markets.

The NFL also announced that its “Fan of the Year” program would be extended internationally. League teams will be given the authority to select their preferred fan of the year abroad.

The teams will also be allowed to choose one of the nominees as the overall international fan of the year, who will, in turn, be honored at the draft. The initiative will be conducted separately from the contest in the U.S.

The Global Markets Program was launched in 2022 and currently consists of 21 teams in 14 different countries. Some of the most prominent brands and top teams in the program include New England Patriots (Austria, Switzerland, and Germany), Dallas Cowboys (Mexico), and Kansas City Chiefs (Austria, Switzerland, Mexico, and Germany).

Other locations involved in the program include the United Kingdom, Australia, and Spain.

The initiative allows NFL franchises to access the international markets for fan engagement, marketing, and commercialization opportunities. The NFL referred to it as a “long-term strategic effort to enable clubs to build their brands globally while driving NFL fan growth beyond the U.S.”

In a recent statement, NFL executive vice president of club business, major events, and international Peter O’Reilly said, “We know that global fandom is accelerated through direct engagement with our clubs and players, and we are excited to see the continued impact of this program to reach and engage more fans and grow our sport at every level globally.”

Despite the modest short-term business prospects, several executives and team owners have expressed their optimism about the long-term benefits of expanding the league’s influence overseas.

According to Bobby Gallo, NFL SVP/Club Business Development, the program has shown strong momentum commercially since it was launched last year. He also said that so far, 21 teams had been involved in 30 sponsorship deals, and 14 Fanatics e-commerce sites had been set up in new markets.

There had also been 42 preseason games broadcast abroad. These achievements show the NFL’s dedication to increasing its global presence and building its international fan base.

The NFL seems to have realized the potential value of sports betting in the past years, having signed multiple partnerships with prominent sports betting firms like Caesars Sportsbook, BetMGM, FanDuel, and DraftKings.

League teams have also signed partnerships with sports betting companies, while some have retail sportsbooks outlets at their stadiums.
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