NFL Partnerships Explained 2025

With the new NFL season kicking off this week, the excitement is back and so is the league’s sprawling business ecosystem. Partnerships, from apparel giants to betting brands, play a central role in strengthening the NFL's cultural grip.

A League That Has Grown Monumentally

Founded in 1920, the NFL has evolved into one of the most popular and financially powerful sports leagues in the world. Its media and sponsorship revenues, shared across 32 franchises, have helped drive team valuations and fan engagement to new heights.

As of 2025, the NFL has its largest-ever roster of corporate sponsors, 46 in total. Six new names joined this season, including Adobe, NetApp, Novartis, Jersey Mike’s (replacing Subway), Abercrombie & Fitch, and Breitling. Alongside these additions, the league has also expanded its betting footprint, with bwin becoming the official sports betting partner in Spain, as well as Germany and Austria. This growth highlights just how attractive the NFL has become to global brands.

What Partnering with the NFL Means

The Benefits of Aligning with the League

• Massive Brand Exposure: Being an official partner brings visibility across game broadcasts, live events, digital platforms, and international activations

• Cultural Relevance: The NFL is deeply rooted in American life. Partners like Nike and bwin gain not just exposure, but association with an institution that millions follow

• Opportunities for Innovation: Tech partners like Accenture and media alliances such as ESPN create new ways to connect with fans, from AI to streaming platforms

• International Expansion: Deals like bwin’s betting partnerships in Spain, Germany, and Austria show how companies use the NFL’s global footprint to grow in new markets

Possible Downsides

• High Costs: Partnering at this level comes with steep fees and strict brand alignment rules.

• Category exclusivity: If Pepsi is the official soft drink, Coca-Cola cannot advertise within NFL media or at league events.

• No conflicting sponsors: Most categories allow only one official partner, giving them exclusivity in advertising and activation. Sports betting is the exception. The NFL currently has three official sportsbook partners; Caesars Entertainment, DraftKings, and FanDuel but even in this case the league enforces strict rules on branding, advertising placements, and responsible gaming requirements.

• Creative restrictions: Partners must follow NFL brand guidelines on logo placement, player images, and tone of advertising. Ads cannot portray the sport in a negative, violent, or risky light beyond gameplay itself.

• Responsible gaming rules: Sports betting partners including bwin are required to include clear responsible gaming messaging and cannot target under-21 audiences.

• Merchandise limitations: Nike remains the exclusive provider of official on-field uniforms and sideline apparel, but other partners now hold specific rights in their categories. Under Armour, for example, signed a new multiyear agreement in 2025 to become the official footwear and glove partner of the NFL. This deal allows Under Armour to feature its logos on the gloves and shoes worn by players during games, alongside the rights already held by Nike on uniforms and Adidas in select equipment categories.

• Event presence rules: Only official sponsors are allowed to have a visible presence at marquee events such as the Super Bowl, the Draft, or the International Games. Even businesses located right next to the stadium cannot put up NFL-themed signage or activations unless they are licensed partners, keeping the spotlight firmly on the league’s chosen brands.

• Fragmented Media Experience: With games now spread across Amazon, Netflix, Peacock, YouTube, ESPN+, and more, many fans feel subscription overload. This setup makes it expensive and complicated to follow a full season.

• Ethical Considerations: Betting sponsorships draw attention and sometimes criticism. Partners must balance promotion with responsible gaming measures.

Notable NFL Partners

Official Sponsors

New for 2025: Adobe, NetApp, Novartis, Jersey Mike’s, Abercrombie & Fitch, and Breitling.
Ongoing partners include Accenture, Apple Music, AWS, Best Buy, Caesars Entertainment, Campbell Soup, Applebee’s, Toyota, and Sony among others.

Apparel and Gear

• Nike remains the official uniform and apparel provider, with a 10-year partnership

• Under Armour became the official footwear and glove partner in 2025

• Adidas holds rights in the equipment category, particularly for performance gear and licensed merchandise, and continues to activate through grassroots programs and player endorsements.

Betting Partnerships

Sportsbooks

• Official U.S. Partners: Caesars Entertainment, DraftKings, FanDuel
  These three brands hold the highest-tier NFL betting rights. They can use official league trademarks, appear in NFL media, and integrate directly into broadcasts and digital channels. FanDuel in particular has leveraged live in-game odds during NFL Network coverage, while Caesars has tied NFL partnerships to its casinos and nationwide sportsbook presence.

• Approved U.S. Operators (since 2021): FOX Bet, BetMGM, PointsBet, WynnBET
  These operators do not have the same full rights as the “official partners,” but they are allowed to advertise during NFL games and across league media. BetMGM has focused heavily on local team sponsorships, PointsBet has emphasized unique odds boosts tied to NFL matchups, and WynnBET has focused on its luxury brand image, using the prestige of the Wynn name to appeal to NFL fans who associate the league with premium experiences.

• International Partner: bwin (Entain Group) in Germany, Austria, and Spain
  bwin’s multi-year deal ties directly into the NFL’s international expansion. The brand is activating around high-profile games such as the Madrid clash at the Santiago Bernabéu, using localized campaigns and fan engagement zones. In Europe, bwin has also positioned itself as the NFL’s official betting brand around merchandise activations, VIP fan experiences, and digital streaming promotions.

Integrity and Data Monitoring Partners

• Genius Sports – Serves as the exclusive worldwide distributor of the NFL’s official play-by-play stats and Next Gen Stats player tracking data. This data powers live betting markets, media broadcasts, and fantasy platforms.

• Sportradar – Works with sportsbooks and leagues globally to analyze betting patterns, flag irregular activity, and protect competitions from manipulation. While Genius holds the exclusive NFL data deal, Sportradar provides broad intelligence on global wagering markets, helping the NFL keep tabs on trends beyond its own feeds.

• U.S. Integrity – Specializes in monitoring suspicious betting behavior across American sports. The group provides detailed reports and alerts to the NFL on potential match-fixing or betting anomalies, ensuring transparency and reinforcing the league’s responsible gaming commitments.

NFL on TV and Streaming

The NFL’s media landscape is more valuable and complex than ever. The league recently took a 10 percent equity stake in ESPN, valued around 2.5 billion dollars, in return for granting ESPN ownership of NFL Network and RedZone. On the streaming side, the NFL has spread its reach across a variety of platforms. Prime Video continues as the exclusive home of Thursday Night Football, while Netflix has entered the mix with two live Christmas Day games in 2025. YouTube TV and YouTube Primetime Channels now carry NFL Sunday Ticket, giving fans out-of-market access to Sunday games.

Peacock and ESPN+ are each hosting select exclusive regular-season matchups, while Paramount+ streams CBS games in local markets. The league also runs its own service, NFL+, which offers in-market mobile streaming and access to NFL Network content.

Internationally, the NFL has doubled down on global distribution. DAZN Game Pass International carries every game live outside the United States, including the Super Bowl and all international fixtures. In the UK and Ireland, Sky Sports holds the primary rights. Germany’s RTL and RTL+ have become major carriers of live games, while in Canada, CTV and TSN continue to broadcast the main slate with RDS providing French-language coverage. This global expansion of media rights not only fuels billions in revenue but also cements the NFL as a truly international entertainment product.

NFL in Numbers

The NFL’s business engine is staggering, and these standout stats show just how far its influence and earnings go beyond the playing field:

• 46 official sponsors in 2025, the highest in league history

• Media rights contracts for 2023 through 2033 total more than 110 billion dollars, with ESPN/ABC, CBS, Fox, NBC, Amazon and YouTube TV each committing billions every year

• In the 2024 fiscal year, the NFL brought in over $23 billion in total revenue, a staggering mark for the privately held league.

• Each team received around 425 million dollars in national revenue in 2025, according to the Green Bay Packers, compared with 402.3 million the year before

• Sponsorship revenue reached nearly 2.5 billion dollars during the 2024 season

• In August 2025, the NFL agreed to transfer NFL Network, RedZone, and its fantasy football operations to ESPN. In return, the league will acquire a 10 percent equity stake in ESPN, which analysts estimate could be valued at around $2.5 billion

• Five franchises top 100 million dollars annually in sponsorship income: the Cowboys, Falcons, Patriots, Raiders, and Rams.

• Average team valuation are now estimated at around 7 billion dollars, with the Dallas Cowboys leading at 13 billion, followed by the Rams at 10.5 billion and the Giants at 10 billion

• Streaming now accounts for nearly 50% of all television viewing in the United States, with the NFL dominating live sports consumption

• According to early reports, Super Bowl LIX set new records with around 125.5 million average U.S. viewers and another 14.5 million watching via streaming

Expanding Beyond U.S. Borders

The NFL is no longer just an American league. Each year, more games are being played abroad, turning football into a global showcase. The 2025 season features a record seven regular-season games outside the United States, bringing NFL action to five different countries.

• São Paulo, Brazil (Sept. 5): In Week 1, the Chargers faced the Chiefs at Arena Corinthians, marking the second game of the season and the NFL’s return to South America.

• Dublin, Ireland (Sept. 28): The Vikings meet the Steelers at Croke Park in the first-ever regular-season game held in Ireland.

• London, UK (Oct. 5, 12 and 19): Three games at Tottenham Hotspur Stadium and Wembley Stadium feature Browns v Vikings, Jets v Broncos, Jaguars v Rams.

• Berlin, Germany (Nov. 9): The Falcons and Colts square off at Olympiastadion Berlin, continuing the NFL’s strong push in Europe.

• Madrid, Spain (Nov. 16): The Dolphins and Commanders play at the Santiago Bernabéu, marking the first time Spain hosts a regular-season NFL game.

Looking ahead, the league has already announced plans for Australia in 2026, with a game at the Melbourne Cricket Ground.

Why This Matters

• New Markets, New Fans: Games in international venues bring fresh energy to local audiences and spark demand for merchandise, with NFL Shop sales increasing globally.

• Streaming Growth: International games draw viewers across YouTube, NFL+, DAZN, Sky Sports and Disney+, creating new revenue opportunities.

• Sponsorship Appeal: Each new venue provides partners and broadcasters with unique ways to connect with audiences beyond North America.

The Bottom Line

The NFL is more than a sports league, it is a cultural and commercial powerhouse. Its influence stretches from TV to fashion, from youth sports to international markets. Each partnership, whether with a betting brand in Spain or a fashion house in New York, makes the NFL harder to ignore. American life is deeply wrapped around sports, and the NFL knows how to keep it that way.

The league ensures people stay glued to their screens, whether through primetime games, sports betting deals, or partnerships with global brands. By constantly evolving and collaborating, the NFL keeps itself not just relevant but dominant. There seems to be no limit to how far it can reach.

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