Every fall, the start of a new NFL season marks one of the most anticipated moments in American sports—and in marketing. Brands big and small scramble to attach their names to the league, its teams, or its stars. But with sponsorships, advertising, and co-marketing partnerships commanding record prices, it’s fair to ask: Is the NFL still worth the cost, or should brands look elsewhere to leverage fan passion?
The Rising Cost of NFL Partnerships
The NFL remains the most valuable sports property in the U.S. Its audience reach is unrivaled—17 of the 20 most-watched TV broadcasts last year were NFL games. But this dominance comes at a steep price. Sponsorship categories like beer, sports betting, and automotive are locked up by mega-brands willing to spend tens (sometimes hundreds) of millions of dollars annually. Even secondary activations—stadium signage, digital tie-ins, or local team deals—are experiencing inflation as demand grows.
For many brands, particularly those not in the top-tier spending league, the ROI on NFL partnerships has become harder to justify. You’re not just competing with rival brands—you’re competing with the NFL itself, which now controls more of its own digital inventory.
Where Else Can Brands Go?
1. College Football
While the NFL dominates Sundays, Saturdays belong to college football. Passion runs deep, especially in regional markets. Sponsorship deals tend to be more affordable, and the alignment with school pride offers emotional connections that the NFL can’t always match.
2. Emerging Sports Properties
Sports like women’s basketball, soccer (MLS and NWSL), and even pickleball are gaining attention. They deliver younger, more diverse audiences at a fraction of NFL costs. Early movers in these spaces often gain oversized visibility because they face less brand clutter.
3. Local and Regional Sports
Minor league baseball, hockey, or regional sports networks may lack national prestige, but they offer targeted engagement. For brands whose business depends on regional loyalty, these channels can be far more efficient than chasing a national audience.
4. Second-Screen Experiences
Many NFL fans split their attention between the game and their phones. Brands can capitalize on second-screen experiences—fantasy football platforms, sports betting apps, or even social conversations around games—without paying league-level sponsorship fees. Being part of the fan experience digitally can deliver a more substantial ROI than a logo on a scoreboard.
5. Content, Not Just Sponsorship
Instead of buying a slice of the NFL brand, some companies are creating their own sports content. Podcasts, YouTube shows, and athlete partnerships allow brands to tap into the NFL zeitgeist without being beholden to official league sponsorship costs.
The NFL will always be the marketing crown jewel of American sports, but it’s no longer the only game in town. As costs skyrocket, brands should reconsider whether “being in the NFL” is truly aligned with their business goals—or if those same dollars could go further in less saturated, more targeted environments.
Savvy marketers know that it’s not about chasing the biggest spotlight—it’s about owning the right one.
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