On February 12, the National Football League (NFL) championship final was held in the United States between the Philadelphia Eagles, NFC champions, and the Kansas City Chiefs, AFC champions, who claimed victory, securing their third Super Bowl title ever.
As every year, the anticipation was enormous, not least because the Super Bowl is not merely a sporting event but rather a mix of various kinds of entertainment. This explains the immense media attention it garners annually and its popularity outside the United States, even in countries like ours, where the number of American football fans is certainly smaller. This often leads many, both insiders and others, to claim that American football is a bigger business than European (and global) soccer.
The question is undoubtedly complex; thus, the aim of this article is not to provide a definitive answer but rather to offer a reflection on the topic based on solid data.
To do this, let us start with an initial comparison between the 2023 Super Bowl and the World Cup final held in Qatar last December 18. Before presenting the data, it is worth emphasizing one key difference between the two events: while the Super Bowl occurs annually, a World Cup final takes place every four years. Nevertheless, there is no comparison in terms of viewership. According to FIFA data, 1.5 billion viewers watched the Qatar World Cup final on TV—a number that shattered all previous records—while this year’s Super Bowl recorded a still respectable figure of about 113 million viewers.
Shifting to a broader perspective, considering the entire NFL season instead of a single event, we see the other side of the coin: revenue generation and TV rights, where the American competition reigns supreme. It is estimated that FIFA generated $7.5 billion in revenue from the 2022 World Cup, whereas the NFL produces approximately $17 billion every single season. TV rights contribute significantly to this figure. As reported by Il Sole 24 Ore, the NFL signed new TV rights agreements with CBS, NBC, Fox, ESPN, and Amazon worth a total of $110 billion, nearly doubling previous contracts. These agreements will come into effect in 2023.
The comparison with the numbers from global, European, and Italian soccer is stark. Regarding the last World Cup, RAI in Italy reportedly secured the TV rights for an amount between €150 million and €160 million (according to Calcio e Finanza). Staying within the Italian market, Serie A is worth €840 million per season, totaling €2.5 billion for exclusive coverage of seven matches per week on all DAZN platforms. Meanwhile, the Champions League, spanning five markets (France, the United Kingdom, Germany, Spain, and Italy), brought UEFA €1.5 billion in revenue during the 2018-2021 triennium.
European figures also pale in comparison to another global sports business giant, the NBA, which, according to Il Sole 24 Ore, earns $8 billion annually from TV rights.
In addition to TV rights revenue, NFL franchises benefit from significant income streams from ticket sales (with an average of over 60,000 spectators per game), merchandising, and sponsorships. The latter are steadily growing, focusing more on partnerships with the league and championship as a whole rather than individual clubs.
Comparing total revenues generated, the top five European leagues—Premier League, La Liga, Bundesliga, Serie A, and Ligue 1—collectively generate less income annually than the NFL alone, despite their significantly larger fan base and audience. This striking contrast between fan numbers and total revenue may help explain why one of the driving forces behind the Super League project was rooted in this disparity.
By Rodolfo Bianchini
