The five biggest sports-business storylines heading into Super Bowl LX: MoneyCall

January 28, 2026 - 22:34

The business of the Super Bowl continues to grow at a staggering pace, with this year's event setting unprecedented financial benchmarks. All eyes are on the monumental valuation of the competing franchises, a figure now measured in the billions and reflective of the NFL's dominant economic position. This financial spectacle extends beyond the teams to the host city itself, where the complex calculus of public funding for stadium projects and the promised local economic windfall are under intense scrutiny.

Broadcast rights remain a cornerstone of the league's revenue, with networks leveraging the game to launch expensive, high-stakes advertising campaigns. The price for a thirty-second commercial spot has soared, becoming a cultural metric of its own. Meanwhile, the legalization of sports betting in numerous states has woven a new, multi-billion-dollar thread into the event's fabric, altering how fans engage with the game.

Finally, the international expansion efforts of the league face a significant test. The global audience for the Super Bowl presents both an immense opportunity and a challenge, as the NFL works to translate its domestic popularity into sustained growth abroad. Together, these storylines underscore that while the championship is decided on the field, the true scale of the event is measured in boardrooms, markets, and economic impact studies worldwide.