NFL is leaning toward staged approach to entering new markets depending on their COVID situationGETTY IMAGES
The NFL’s plan to award teams local marketing rights in other countries this year is still on, but a source says the league has made some changes to account for COVID-19. Principally, teams will have flexibility to prioritize digital activation at first, no longer expected to begin in-person business right away. Also, the league is leaning toward a "staged" approach to entering new markets depending on their COVID situation. Pre-pandemic, the expectation was these rights would be awarded in time to activate for the '21 season -- and that teams would make a fast start if chosen, because the NFL’s criteria rewards robust plans and investment. Bold visions are still important, but the NFL has always viewed this as a long-term play and is OK with a more measured ramp-up, according to the source.
PRIORITIES SHIFT DUE TO PANDEMIC: Team execs say an overseas market of their own remains compelling, but it is hard to prioritize in the wake of $100M-plus losses and a still raging virus. “I don’t know if anyone can even get there right now,” one exec said, speaking of travel restrictions. “It’s still a priority, it’s just a matter of timing,” another exec said. “We’re just trying to see what the broader business landscape is going to look like before we’re sprinting toward a bunch (of) new stuff,” a third exec said. However, the NFL is hearing from international media partners and other sports clubs who really want teams to get active overseas, so they will not put a halt to it altogether. The league’s international committee, chaired by Buccaneers co-Chair Joel Glazer, expects to finalize the plan in March.
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