NFL spreading wings overseas, including to China, with 18 teams to market outside US – The Athletic

What does it mean that the NFL awarded 26 markets in eight countries to 18 teams for 2022-2026? And one of those markets is China, which hasn’t been exactly a warm and fuzzy locale for sports leagues recently. Isn’t the NFL, which already is taking heat for its map of all the markets depicting Taiwan as part of China, concerned?

Here’s a primer on what the initiative is and what it means.

What is the NFL’s Home Marketing Area Program?

Like other major sports leagues, teams in the NFL are tightly proscribed from where they can actually market. In the NFL it is within a 75 miles radius of their stadium, with some regional exceptions. Overseas is league territory, with the exception of the Jacksonville Jaguars in England (they are getting some company). The league markets the brand NFL overseas. That all changes on Jan. 1 when these 18 teams can do everything they do at home, in these foreign countries.

What can the teams do?

Sell preseason TV rights, regular-season radio rights, digital and in-person marketing, fan events, corporate sponsorships, merchandise sales, and align with other brands.

Why is the NFL doing this?

There are approximately 180 million NFL fans in the U.S. and 100 million elsewhere. The league projects allowing teams to market themselves will add another 50 million globally. Fans root for teams, not the generic NFL brand, the thinking goes. “And at the end of the day, fans are fans of teams and players,” NFL executive Chris Halpin said.