Association of Marketing Theory and Practice Proceedings 2011


NFL Programming “The Setting of a Strategic Agenda” for Growth and Profitability: a Preliminary Investigation

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



In 2006, the NFL implemented an aggressive partnership with its broadcast partners: CBS, NBC, Fox, EXPN, and Direct TV resulting in revenues totaling over $3.75B per season. In addition to increased revenue generation, the television networks would represent a great source of promotion and exposure for the league. The creation of this partnership resulted in the strategic placement of games and the selection of teams that would enhance a viewing and results in growth and revenue increases for the NFL.

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