Rising NFL valuations mean massive returns for owners

A National Football League team today is a $6.5 billion business.

That is the average value of the NFL’s 32 franchises, according to CNBC’s Official 2024 NFL Team Valuations. Pro football teams have been a lucrative asset for owners in the most popular U.S. sports league: The returns they have seen on their initial investments dwarf the gains of traditional stocks over matching time periods.

Take, for example, the Houston Texans, No. 11 on CNBC’s 2024 value rankings. Back in 1999, the last time the NFL expanded, the late Robert McNair agreed to buy the rights to the franchise at a purchase price of $600 million, which takes into account payment structure and the value of a deal over time. The Texans are now worth $6.35 billion, more than 10 times McNair’s fee and three times more than the gains of the S&P 500 since that year.

That’s not bad for a team that has a record of 152-202-1 over its 22 seasons and has never made it to the Super Bowl.

And the Texans aren’t alone.

Across the past 10 NFL teams to be sold, seven of the 10 outperform the S&P 500 on a percentage-gained basis in the period since the sale. The Washington Commanders and the Denver Broncos — No. 13 and No. 14 on CNBC’s 2024 team valuations list, respectively — underperform broader market gains and, notably, were sold within the past two years. The Miami Dolphins, No. 8 on CNBC’s list, also lag the S&P, but were last sold in 2009 when the stock market was emerging from a bottom after getting pummeled during the 2007-08 financial crisis.

The escalation in football team values is largely the result of the league’s massive and growing media deals.

The NFL’s current television agreements with Comcast, Disney, Paramount and Fox, which began last season, are worth an average of $9.2 billion a year, 85% more than the previous deals.

Add in the streaming deals with YouTube for NFL Sunday Ticket and with Amazon Prime for Thursday Night Football, and the NFL is guaranteed an average of $12.4 billion a year through 2032 — almost double the $6.48 billion a year it collected during its previous media rights cycle.

On top of those bulk agreements, the league has been boosting its media revenue by selling additional streaming games.

Last season, the NFL sold exclusive streaming rights to a Wild Card playoff game to Comcast’s Peacock streaming service for $110 million, according to a person familiar with the deal.

The league sold three exclusive streaming packages for this season: two Christmas Day games on Netflix for a total of $150 million; a Wild Card game on Amazon Prime for $120 million; and an international regular-season game on Peacock for $80 million, according to the person familiar with the agreements. The league should get about $200 million for its commercial Sunday Ticket rights, which gets an array of NFL games into bars and restaurants, according to the person familiar with the matter.

All of those agreements…