NFL’s international progress on the rise as Super Bowl draws record audience outside U.S
Global viewership of the Super Bowl witnessed a 10% increase from last year's numbers.
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Super Bowl VLIII is billed to be the most expensive to date, ticket prices reaching $44,000 (image via 49ers & NFL News/X)
The NFL has never been bigger than it is now. It might be time to consider removing the word American from American football because the sport has been garnering global viewership and interest at an unprecedented rate.
A Reuters report indicated that a whopping 62.5 million viewers across the world were watching the Kansas City Chiefs beat the San Francisco 49ers in Super Bowl LVIII. Roger Goodell‘s global push is working.
The NFL is not yet close to garnering viewership on the same level as the World Cup, but the sport is getting there. This year’s viewership of the Super Bowl witnessed a 10% boost from last year. This is in countries excluding the USA. Peter O’ Reilly, the Executive VP of club business and league events, shares his optimism about the growing international market.
The global interest in our game continues to grow rapidly, from fandom to participation, and the increase in international viewership underlines this. The Super Bowl is a moment that fuses sport and entertainment like nothing else, and Super Bowl LVIII was no exception, bringing together fans in every time zone around the world for a football and cultural spectacle.
The league has shifted its focus to promoting the game on the global stage now. They are no longer limiting themselves to the USA alone; this approach can be attributed to the success other leagues, such as the NBA, have experienced after coming up with initiatives to attract a global fanbase.
Super Bowl LVIII was broadcast in 195 countries and over 25 languages
After the USA, Mexico generated a whooping audience of 24.1 million; it was then followed by Canada, which generated 18.8 million viewers.
Moving to European countries, the United Kingdom generated a viewership of 3.7 million, while Germany went a step ahead by generating 3.8 million viewers. The NFL’s International Game initiative has been working.
The UK and Germany were two venues where the games took place this year. In addition to this, the latter country came up with its unique concept of ice football, which was played for the first time between two teams comprising popular celebrities. The Super Bowl was aired immediately after the game in a stadium for fans of the game.
Australia had three million viewers watch the game closely. This year, the league has continued to shatter viewership records. In addition to the appeal of the game, it is the Taylor Swift effect that has resulted in a massive boom.
Fans of the pop star have begun to follow the game closely after her relationship with Travis Kelce. She has become a regular at the games of the Kansas City Chiefs.
The league has massively benefited from her appearance, and merchandise sales have witnessed a 39% surge in global markets as well. The league is now going international; the next step will be to consider holding games at international venues apart from the UK.
Germany is likely going to be a preferred destination, as this season’s games were well-received by the fans.
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Sumedh Joshi
(2235 Articles Published)