Consistency Over Glory
Why Playoff Regulars Outperform One-Time Champions in the NFL’s Business Game
In the mythology of the National Football League, nothing seems more important than winning the Super Bowl. A single championship can immortalize players and coaches. But from a business standpoint, a different truth emerges. The real winners—in terms of revenue and fan engagement—are often the franchises that consistently reach the postseason, even without frequent championships.
Shared Wealth vs. Local Paydays
The NFL is built on revenue sharing. The vast majority of the league’s income comes from national media rights—including Amazon’s $1 billion per year Thursday Night Football deal and Netflix’s $150 million three-year Christmas Day contract—which is divided equally among the 32 teams. Similarly, merchandise and licensing sales are centralized and split evenly among franchises.
The only significant differentiator for teams is local revenue, such as ticket sales, concessions, and sponsorships. Teams usually retain about two-thirds of their home game ticket revenue, with the remainder entering a shared pool. Stadium-adjacent developments—like the Cowboys’ Star in Frisco or the Chiefs’ enhancements to Arrowhead—can dramatically amplify these local income streams.
Why Consistency Pays Off
Consistent playoff teams maintain stronger local revenue engines. Fans are more likely to renew tickets, local sponsors gain reliable visibility, and teams anchor themselves as cultural staples. The Steelers, for example, have not recorded a losing season in over 16 years under coach Mike Tomlin. Though they have only secured one Super Bowl during that time, their regular competitiveness translates to sustained brand affinity and stable income.
By contrast, teams like the Tampa Bay Buccaneers, who achieved Super Bowl glory in 2020 but have struggled otherwise, often see revenue and engagement falter in years without success.
Revenue Breakdown Comparison
Here is a comparative snapshot of revenue sources for a few key franchises, using available data:
Team Estimated Total Revenue Media/Shared Revenue Ticket & Local Revenue Sponsorships & Stadium Development (%)
Dallas Cowboys ~$1.14 B 61% - $695M 20% - $228M 19% - $217M
Pittsburgh Steelers ~$548 M 61% - $334M 20% - $110M 19% - $104M
Kansas City Chiefs ~$540 M 61% - $329M 20% - $108M 19% - $103M
Notes on Data Sources:
The 61% media revenue, 20% ticket/local, and 10% sponsorships, 9% other breakdown is a general NFL team revenue model from Forbes, as cited via CrossScreen.
The Cowboys’ ~$1.14 B total revenue is from Forbes’ reported 2022-23 figures.
Steelers revenue of ~$548 M is from a Forbes-based JP Morgan data point. Steelers_Depot
Chiefs’ ~$540 M revenue is from an aggregate team revenue comparison site. Voronoi
While these percentages are illustrative rather than exact for each team, they help reveal how a larger overall revenue base (like Dallas’s) can translate into more local income, even though media revenue is shared equally.
The Takeaway
In the NFL, playoff consistency builds a stable and growing fan and revenue base. Even without championships, franchises like the Cowboys and Steelers leverage their relevance to drive local profit through tickets, sponsorships, and venue development. Meanwhile, teams relying on occasional glory must work harder to maintain momentum and engagement.
In the business of sport, consistent performance pays off—literally. Let me know if you'd like to break down similar data for additional teams or include visual infographics to make this comparison even clearer.