In a recent statement that sparked debate across the sports and media landscape, NFL Commissioner Roger Goodell confidently declared that he doesn’t see the NBA, MLB, or any traditional sports leagues as true competition. His reasoning? The NFL isn’t playing the same game.
“We’re not competing with the NBA or MLB. Our competitors are Apple and Google.”
It’s a bold, perhaps even arrogant, statement, but not entirely without merit. The NFL generated over $23 billion in revenue last year, solidifying its spot as the richest sports league in the world. That’s more than double the NBA’s record-breaking $11.3 billion in revenue in 2024, and nearly twice MLB’s $12.1 billion. From a financial perspective, the NFL is in a league of its own.
But their dominance is not so overwhelming that they are on a similar financial tier are tech giants like Apple ($391 billion) and Google ($348 billion).
Goodell’s point isn’t about goals scored or rings won, it’s about eyeballs, attention, and market share. In an increasingly digital world, the NFL sees its future (and competition) in the same space as streaming platforms, content ecosystems, and tech-driven innovation.
Apple and Google control devices, data, and content distribution, something the NFL now leans into with partnerships like NFL Sunday Ticket on YouTube TV. So in Goodell’s eyes, they aren’t chasing the NBA; they’re chasing the future of media itself.
That said, the NBA’s influence and reach are not to be dismissed. While the NFL dominates America, the NBA owns the international game. The NBA boasts over 90 million Instagram followers, compared to the NFL’s 31.6 million.
It has superstars like LeBron James, Stephen Curry, and Giannis Antetokounmpo, who are global icons, not just national celebrities. Meanwhile, NFL players often struggle with international name recognition, a reality Goodell may not openly acknowledge.
But Goodell might not be able to hold this stance for long. The NBA is planning an ambitious European expansion, with Commissioner Adam Silver reportedly meeting with top European clubs, including Real Madrid, about joining a future NBA Europe League.
The proposed entry fee? A whopping $500 million per team, showing just how serious the NBA is about global growth.
If the NBA successfully lands this expansion and creates a strong presence in Europe, it will be tapping into a massive, sports-hungry continent, one that the NFL has only scratched the surface of, even with its annual London and Germany games.
A European NBA division could also open the door to collaborations with global soccer clubs, sponsorships, and TV rights deals that elevate the league’s value and popularity closer to NFL levels.
For now, Goodell may be right. The NFL is the king of sports in terms of revenue, market control, and national engagement. But the NBA is coming, and it’s thinking globally, creatively, and aggressively.
The NFL is a juggernaut. But if the NBA’s international playbook works, competition might come knocking sooner than Roger Goodell expects.
