NFL Big Boss Roger Goodell spilled the beans this week saying that the league is all in for international showdowns, hinting at a possibility of playing up to 16 games abroad each season in the next five years. Goodell made an appearance at the CNBC CEO Council Summit alongside Marriott big shot Anthony Capuano, where they chatted about private equity, team valuations, and the economy. Let’s dive into the deets.
Expanding NFL’s Reach
The NFL has seven international games lined up for the 2025 calendar, the most in its history, with matches set in Brazil, England, Germany, Ireland, and Spain. But hold your horses, Goodell thinks this is just the beginning. “I do see 16 regular season games, and I do think that will happen in the very near future,” Goodell spilled to CNBC’s Scott Wapner. “Within 5 years probably.” With over 200 million fans in the U.S., going international seems like a slam dunk opportunity. Goodell is all pumped up about the international market, saying, “International is an open market for us. We are excited about our potential.” And it looks like Marriott is riding this wave too, with Capuano mentioning that sports travel is raking in huge bucks, contributing over $50 billion annually and accounting for 10% of global tourism. Marriott has been in cahoots with the NFL for a long time as the official hotel partner of the league.
Private Equity in the Mix
Goodell also had a chat about the rise of private equity in the NFL. In a groundbreaking move back in August, the NFL finally gave the thumbs up to private equity investment, allowing certain PE firms to snag up to a 10% stake in teams. The invite list was short, with Ares Management, Sixth Street Partners, Arctos Partners, and a crew dubbed “The Avengers” getting the green light. Goodell hinted that there might be space for one more PE firm to join the party soon. “There’s enough demand for it that we think it’s the right step,” Goodell mentioned. Teams have found the private equity cash handy for liquidity purposes.
Valuations Shooting Up
Goodell was taken aback by how fast team valuations have shot up, but he’s not losing sleep over it. According to CNBC’s Official NFL valuations, the average club is sitting pretty at $6.49 billion. The NFL wears the crown for being the most valuable sports league in the U.S., raking in a record $23 billion in revenue in 2024. The San Francisco 49ers are making headlines with plans to sell a 6.2% stake in the team at a record valuation exceeding $8.5 billion. Goodell sees this as a nod to the business model and the league’s popularity. “I think a lot of people are valuing our franchises because of the future, and that’s what we want to see, and that’s what we need,” Goodell shared.
Tariffs and the Economy
While many companies are sweating over consumer sentiment, inflation, and import tariffs, Goodell isn’t losing sleep over the NFL’s financial health. He reckons that despite the data showing a slowdown in consumer spending, live sports hold a special place in people’s hearts. “There’s still great demand in our content,” Goodell reassured. So, it looks like the NFL is cruising through the economic storm without a hitch.
