Last year, DAZN was also able to record a total viewership of 1.2 billion hours, a substantial figure for the streaming platform. Looking specifically at the growth of DAZN, the company became the highest-grossing sports app in 2022 and its total revenues rose to $2.3 billion, achieving 70% year-on-year growth. GlobalData estimates that the one-and-a-half-year deal, which is part of the IHMA program, is worth an estimated $1.5 million. The company is serving as the Chiefs’ official workwear partner in Germany and as an official regional partner of the current Super Bowl champions. One example is the Kansas City Chiefs’ recent deal with workwear and safety equipment firm Engelbert Strauss.
With the rise in international NFL games, teams have begun signing regional deals with brands outside North America. This has enabled teams to build their brands globally and accelerate the NFL’s fan base. The initiative has been revolutionary in permitting NFL franchises to gain access to new territories for commercialization, fan engagement, and marketing. This allows NFL franchises to freely market themselves in 10 different countries across Europe, North America, South America, Africa, and Oceania. With the increase in international games and more eyes being drawn to the sport, the league launched its International Home Marketing Areas (IHMA) initiative. These positive signs of growth, especially across Europe, highlight the case for the NFL to partner with an industry leader to make its NFL Game Pass International package more accessible to a global audience. With the expansion in games played abroad, along with the increase in popularity of the sport, demand for NFL global games tickets has also soared.Īll three London games from the 2022 season were sell-outs and the contest in Munich attracted an estimated 800,000 people to the digital queue when tickets went on sale. The top American football league has also identified the need to grow its brand in the media space and has won 216 million online fans outside of the US, with content being delivered in 25 different languages across 200 countries and regions.
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