The National Football League could hold a masterclass on how to make money from a brand. Through sound and strategic brand leveraging, the NFL transformed from a simple sports league in the 1950s to a multi-billion-dollar enterprise in 2025. There are definitely lessons in their ascension that small businesses can emulate.
First off, the NFL turned its shield logo and team identities into revenue-generating powerhouses across multiple verticals. What began initially as revenue based solely on ticket sales and basic television rights evolved into a sophisticated and sustainable ecosystem of merchandise, media rights partnerships, digital content, and licensing deals that generated over $23 billion in revenue in 2024. Compare that to Major League Baseball, which posted revenue of $12.1 billion last year and the NBA, which made $11 billion.
However, what separates the NFL from other sports leagues is its success in implementing a strategic media plan. The league transformed game broadcasts into premium content, securing massive contracts with networks like CBS, NBC, Fox, and ESPN. These deals alone account for approximately 60% of the NFL’s annual revenue. The league further expanded with NFL Network, NFL RedZone, NFL Films, and streaming partnerships with platforms like Amazon Prime and Netflix in 2025.
Add that to the NFL’s merchandising empire, representing another cornerstone of its financial success. Official NFL jerseys, hats, and apparel featuring team logos generate billions annually through strategic licensing agreements with manufacturers like Nike and Fanatics. Even during the pandemic, when stadium attendance disappeared, merchandise sales remained steady as fans maintained their connection to teams through branded products.
In the digital realm, the NFL has masterfully translated its brand into gaming success. The Madden NFL franchise, in partnership with EA Sports, has sold over 130 million copies since its inception. That relationship not only generates substantial licensing fees but also serves as an engagement tool that deepens fan connection to the sport and its players.
Small businesses may feel that comparing their operations to those of a behemoth sports organization is far-fetched. Still, there are some definable aspects of the NFL’s business model that can be emulated and applied.
1. Identify your core brand assets. Just as the NFL leveraged its shield logo and team identities, identify what makes your brand distinctive from your competition. This could be a logo, slogan, unique product design, or company story that resonates with customers.
2. Create content that engages your audience. The NFL produces compelling content all year, not just during the season. Small businesses can create blogs, videos, or social media content to keep customers engaged with their brand between purchases.
3. Explore strategic partnerships. The NFL’s relationships with networks, apparel companies, and game developers have been crucial to its success. Small businesses can seek partnerships with complementary brands to extend their reach and move to create new revenue streams.
4. License strategically. Consider how your brand might translate to products beyond your core offering. A local coffee shop might license its mug logo, a fitness studio could create branded workout apparel, or a restaurant might bottle its signature sauce.
5. Create tiered experiences. The NFL offers experiences at various price points, from affordable streaming options to premium stadium seats. Small businesses can similarly create tiered product or service offerings that appeal to different customer segments. Many small businesses and influencers now engage in tiered access to their content.
6. Build community around your brand. The emotional connection fans feel toward NFL teams creates lifetime customers. Small businesses can foster similar loyalty by building community through events, social media engagement, or loyalty programs. Also, getting to know and engaging with the people in the area you are located is important in building loyalty and support.
While small businesses obviously can’t match the NFL’s scale, they CAN adopt its philosophy of viewing a brand not just as a trademark but as a versatile asset with multiple applications. By thoughtfully extending their brand into relevant products, content, and experiences, even small budget businesses can find new ways to create additional revenue streams while strengthening customer loyalty.
The NFL’s success demonstrates that with strategic vision, a strong brand can transcend its original category to become something much more valuable—a lesson businesses of any size can take to the bank.