The NFL is allowing teams in its Global Markets Program to sell sponsorships to any legal sports betting operator in a designated GMP country, according to a report from Sports Business Journal.
Previously, the NFL restricted the overseas operators teams could sell sponsorships to. The shift is designed to boost the ability of teams in the Global Markets Program to generate revenue abroad. Leaning into sports betting overseas brings with it potential for increased fan engagement, as the NFL tries to position itself as an increasingly global sport.
“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,” NFL General Manager of Sports Betting David Highhill told SBJ.
What is the Global Markets Program?
Launched in 2022, the Global Markets Program gives NFL franchises access to international markets for marketing, fan engagement, and commercialization opportunities. The NFL calls the initiative a “long-term strategic effort to enable clubs to build their brands globally while driving NFL fan growth beyond the U.S.”
The NFL plans to grow the effort in 2023, with two more teams joining the program this year. A total of 21 NFL franchises now participate in the Global Markets Program, which spans 14 countries.
“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,” Peter O’Reilly, NFL executive vice president, club business, major events and international, said in a recent statement.
Several of the NFL’s most prominent brands and top teams are involved in the program, with the Dallas Cowboys (Mexico), New England Patriots (Austria, Germany, and Switzerland), and Kansas City Chiefs (Austria, Germany, Mexico, and Switzerland) among them. Australia, Spain, and the United Kingdom are among the locations featured in the program.
NFL most popular betting sport in the U.S.
Football, particularly the NFL, powers sports betting interest in the U.S. Sportsbooks generate their highest handle and states typically see the highest influx of annual tax revenue during the NFL season. The Super Bowl is the biggest sports betting day each year in the U.S.
In recent years, the NFL has leaned into the potential value of sports betting. The league has official sports betting partnerships with several companies, including BetMGM, Caesars Sportsbook, DraftKings, and FanDuel. Teams also have partnerships with sports betting operators, and some teams, like the Washington Commanders, even have retail sportsbooks (Fanatics Sportsbook) at their stadiums.
