The NFL will hold its first London game of the season this weekend when the Colts play the Jaguars, and despite all the "popularity" of the games in the U.K., NFL Senior VP/Int'l Development Mark Waller noted they are "still losing money," according to Tariq Panja of BLOOMBERG NEWS. The game productions are "extraordinarily expensive, and the league has yet to make enough from United Kingdom broadcast rights, ticket sales and sponsorships to offset the costs." However, Waller said that this is "going to change quickly." By continuing to play games in London -- and making them free to watch via the BBC -- the NFL has "succeeded in slowly building a fan base." As it is, the price of the U.K. media rights for the NFL has "already doubled" since the league first held a regular-season game overseas in '07. Waller said that they will be "more valuable when they come up for bid again." Waller: "If we continue on the path we are on, there will be no discussion about when the games break even. If we were to double our media rights again, we would more than break even" (BLOOMBERG NEWS, 9/29).
CONTINUING TO GROW OVERSEAS: ESPN.com's Dan Graziano noted the London games from the NFL's perspective are a "rousing success and should only get bigger." Growing the game internationally is a "vital part of the league's business plan." No observers "could possibly believe the game will continue to grow domestically the way it has over the past couple of decades." However, if things do flatten out in the U.S. and they "grow overseas, then the league's business continues to churn and the owners keep making money the'ye been making." Waller said that all three games in London this season "have sold out, and there are almost 40,000 tickets purchased by people who are buying all three games." Waller: "Mini-season ticket holders, if you will." Graziano noted the league "polls fans who go to the games about their experience so it can address specific aspects and try to keep it fresh" (ESPN.com, 9/29).
