Engines Roar, Viewers Snore

In 2025, the NFL will stage seven international games: in São Paulo, Dublin, Berlin, Madrid, and three in London as part of its $23 billion global game plan. And the impact is already clear.

For example, the season opener on September 5 in São Paulo (Chargers vs. Chiefs) sold out within hours, with ticket prices rising 35% compared to previous events. Next up is Vikings vs. Steelers at Croke Park on September 28.

Moreover, Melbourne is already lined up for 2026, with Brazil, Ireland, Spain, Germany, and Australia lining up as the next stops in the league’s globetrotting act. However, while the NFL is going global, its local cities are footing the bill.

The local cost

A single NFL home game can pump $10M-$15M into its host city:

Take that game abroad, and those dollars disappear.

Broadcast partners feel the strain too: NBCUniversal and Peacock paid $105M for the 2024 Brazil opener. But shifting games across time zones can disrupt viewer habits, like the possible loss of a Friday night slot in 2026 due to U.S. broadcasting laws.

Teams feel the impact as well. National revenue streams, TV deals, sponsorships, and merchandising are undoubtedly still strong, with each team earning over $432M annually.

Yet the local dollars from ticket sales, concessions, and tailgating vanish once a home game moves abroad. But why take the risk?

Economic impact of international NFL games

Taking games abroad comes with risks, but the rewards can be massive. In fact, global expansion is already yielding significant benefits.

See how regular season games are raking in huge revenue from international audiences:

And it’s not just about money.

Through its Global Markets Program, all 32 teams are now running youth clinics, watch parties, merch drops, and international fan events. Add in global media deals like DAZN, sponsorships from luxury names like Breitling, and the reach multiplies fast.

Case in point: Chiefs‑Chargers opener in São Paulo:

For the NFL, international expansion means attracting new fans, securing additional sponsors, and generating billions in global revenue. But back home, cities lose millions, local fans lose tailgates, and broadcasters lose familiar rhythms. Sure, the league is winning abroad, but the question is whether it’s willing to fumble at home.

Motorsports in America delivers drama on track. But in the media market? It’s stalling out.

NASCAR, F1, IndyCar, NHRA, ARCA, Trucks - they all fight for the spotlight, but the audience is fractured. Last weekend alone brought:

Plenty of races, but no unified stage. Compare that with:

The NFL and NBA deliver one show. Motorsports delivers six, all competing for the same couch. The problem is obvious: fans are scattered. And that sets up the next problem: where do fans even watch?

Motorsports has the thrill, but its media rights have no home

Every big sport in America has a living room. NFL fans pile onto the couch on Sundays. NBA fans know their channel, their app, their tip‑off time. Motorsports? It’s like showing up at five different houses at once. Like:

NASCAR’s $7.7B deal looks massive until you see the split: FOX first half, NBC second, with Amazon Prime and TNT sprinkled in. IndyCar is moving all 17 races to FOX in 2025, but that’s still another switch for fans. Formula 1?

Its ESPN deal is up, and Apple may bid $150M/year. Great access for streamers, tougher costs for viewers.

By contrast, the NFL and NBA offer fans one home - multi-network, multi-platform, but streamlined and predictable:

On track, Motorsports delivers thrills, but without a clear media home, the roar fades, and sponsors feel it too.

Sponsors stuck in neutral

Brands like Coca-Cola, Geico, and Xfinity pour millions into NASCAR. Coca-Cola alone spends ~$16M/year. But with audiences scattered across platforms, ROI is blurry. In 2024, 76% of marketers said measuring returns was their #1 challenge.

Without consistency, sponsors are paying for noise, not clarity.

Even though F1 has a bigger fanbase, the NFL is still winning in viewership. Check out the numbers:

And that brings us to the next big question: Is consolidation possible?

It seems so!

IndyCar and IMSA are testing joint weekends, double the racing for fans, with drivers like Alex Palou and Scott Dixon hopping series.

NASCAR is eyeing changes too: Xfinity and Trucks could merge by 2028, more Cup drivers may race lower tiers, and the 2026 Xfinity rebrand hints at bigger shifts.

Even F1 is thinking outside the box, teaming with the NFL and brands like American Express to expand its U.S. audience.

The silos are cracking. But until racing finds a unified home for fans, broadcasters, and sponsors, the loudest sport in America risks being the hardest to find.

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