The NFL could see an increase of up to 75 percent for their television packages.

Existing contracts begin expiring next year and are in the process of renegotiation. 

Current media partners “all seemingly are eager to extend their current relationships,” the analysts from MoffettNathanson wrote, estimating that the total annual NFL price tag will rise to $8.82 billion from $5.62 billion.

Tom McGovern, president of the sports marketing agency Optimum Sports, said that companies saw the NFL as a “safe haven” and a “beacon of hope.” After ad spending slumped in the pandemic, football will capture “a greater share of a smaller pie,” he said.