Research — May 5, 2025
The NFL Draft returns with Green Bay set to host the offseason spectacle
Richard Karpinski Michael Johnson
The 2025 NFL Draft is set to return, with the Tennessee Titans on the clock with the number one pick. As the event approaches, intriguing storylines and rising anticipation captivate not only fans but also the sports media landscape. Scheduled to take place from April 24-26 in Green Bay, Wis., this annual spectacle is projected to generate over $100 million in economic revenue, with more than 250,000 fans expected to attend, further solidifying the NFL's status as a year-round entertainment powerhouse. Serving as the centerpiece of the offseason calendar, the draft keeps fans engaged and media outlets buzzing, ensuring that the NFL remains a dominant force in the world of sports media.
➤ The NFL Draft has evolved into a highly anticipated media event, drawing significant viewership and local revenue, with cities competing to host in the coming years.
➤ The first round of the NFL Draft consistently averages over 10 million viewers, competing with the most prestigious sports events annually.
➤ ESPN is expected to continue its partnership despite the potential for new bidders for broadcasting rights.
The evolution of the draft into a media event
The NFL Draft has come a long way since its inception in 1936 at the Philadelphia Ritz-Carlton Hotel. Initially a modest affair, it gained traction when ESPN (US) started broadcasting it in 1980. This partnership transformed the draft into a highly anticipated media event, especially after it moved to prime time in 2010. ESPN's extensive pre-and post-analysis has elevated the production quality, creating a spectacle that captivates audiences and fuels discussions among fans.
The NFL has mastered the art of maintaining fan engagement beyond the regular season. Once the Super Bowl concludes, the league transitions into a series of events, including the Scouting Combine and Free Agency, culminating in the NFL Draft. Approximately 700,000 attendees flocked to Detroit for the draft in 2024, with almost six million viewers on average across the three-day event. Such figures highlight the NFL's ability to generate substantial media attention and revenue throughout the year.
The first round of the 2024 NFL Draft alone attracted an average of 12.1 million viewers, with a total unduplicated audience of 34.3 million. Since 2018, viewership for the draft's first round has consistently remained above 10 million, peaking at 15.3 million in 2020 during the pandemic when fans were eager for live sports. To provide context, the average viewership for other major US events in 2024 included the NBA Finals between the Celtics and Mavericks at 11.3 million, the MLB World Series featuring the Dodgers and Yankees at 15.8 million (the highest since 2017), and the NHL Stanley Cup Final, which drew 4.2 million. Other notable events for comparison include the final round of the 2025 Masters at 12.7 million and February’s Daytona 500 at 6.8 million.
Economic impact and media rights
The economic implications of hosting the NFL Draft are significant. In 2024, Detroit reportedly generated over $210 million in economic value from the event, while Kansas City generated over $150 million in 2022. The prestige associated with hosting the draft has led to fierce competition among cities, akin to the bidding wars for the Super Bowl. This economic boost is coupled with the NFL's understanding of how to monetize fan engagement, creating opportunities for media partners to capitalize on the event's popularity. Following this year’s draft in Green Bay, Pittsburgh is set to host in 2026, with Washington, D.C. and Denver both submitting bids to host the 2027 NFL Draft.
ESPN is expected to continue its partnership as a media partner for the NFL Draft in the coming years. Although no formal agreement has been finalized, reports indicate that the company is optimistic and does not view this week’s draft as potentially being its last on ESPN platforms. The NFL has opened bids for the broadcasting rights, which will expire this year, with other contenders including Amazon.com Inc., FOX (US), and Alphabet Inc.'s Google/YouTube. ESPN has been in discussions with the NFL since last summer, and progress is ongoing.
The future of the NFL Network regarding the draft is still uncertain. This cable network, part of NFL Media, has provided coverage of the event since 2006, and there is also speculation about a potential sale of NFL Media, possibly to ESPN.
For the upcoming draft coverage, there will be separate broadcasts on ESPN and ABC (US) on Thursday, with similar formats on ESPN2 and ABC on Friday. The final day will feature an ESPN simulcast.
This article was published by S&P Global Market Intelligence and not by S&P Global Ratings, which is a separately managed division of S&P Global.
Economics of Networks is a regular feature from S&P Global Market Intelligence Kagan.