The decision to introduce the NFL Black Friday game is a milestone in its history as it further works to connect professional football with American holiday customs.
The move, reminiscent of the standing Thanksgiving Day games hosted by the Dallas Cowboys and Detroit Lions, positions the league to take advantage of moments when families come together to enjoy the nation’s beloved sport.
This new initiative sees the NFL expanding its presence into the realm of Black Friday, which traditionally isn’t considered a holiday but holds importance in America as a day for shopping and relaxation. However, now the NFL, in partnership with Amazon, aims to incorporate football into this distinctively American day.
The idea and why Cincinnati deserves a salute
The idea for of an NFL Black Friday game originated from the NFLs efforts to innovate and expand its fan base. During an interview on Sirius XM’s Mad Dog Radio, Mike North, who is the vice president of broadcast planning for the NFL, shared how teams were initially approached with this concept.
“The Cincinnati Bengals raised their hand; they put their hand up and said we’re interested in Black Friday not just in 2023, but how about as a tradition,” North said. “We play in Dallas and Detroit on Thanksgiving every year. How about playing in Cincinnati on Black Friday every year?”
Even though the Bengals originated the idea of hosting the game annually, the NFL decided to kick off the Black Friday game in New York instead. It will feature a match between the Jets and the Miami Dolphins. This choice shows that the league is focused on factors like market dynamics and broadcasting strategies. New York’s massive media market and the potential for advertising and sponsorship play a role.
North also noted he presented the NFL’s newest city — Las Vegas — as an option for the game too. He thought “Black Friday in The Black Hole” and the Las Vegas Raiders as host was a good idea, but the rest of the league’s leadership did not agree.
Not to be lost in the discussion of this NFL Black Friday game is the fact that Amazon’s business model, at least part of it, is online shopping — which is the opposite behavior Black Friday was originally established to encourage. Amazon, after all, does pay the NFL $1 billion annually to televise games on its Prime Video platform.
New York asserts its big market muscle
The decision to host the game this season in New York, originally a matchup between future Hall of Fame quarterback Aaron Rodgers and the exciting up-tempo offense of the Dolphins before Rodgers’ potentially season-ending injury in Week 1, made sense from a TV perspective. Marquee matchups are always a big draw, and when it happens in the Big Apple, the league sees dollar signs.
North talked about how the Jets reacted to being named as the host team during an interview with ESPN this week.
“Once the Jets found out they were chosen as hosts, they started thinking about whether this could become a fixture on the NFL schedule,” North said. “Maybe they didn’t express their interest back in February, but now that they’ve been selected as hosts for Black Friday, I think they might be interested too.”
Although Cincinnati’s proposal wasn’t chosen for this year, it aligns with what has worked for the Cowboys and Lions on Thanksgiving. The NFL has successfully made their games an important part of the holiday season.
The Bengals should be commended for their vision to expand the connection between football and holiday traditions, which aligns with the values of the league.
The tradition of football on important American holidays
Thanksgiving football has been a standing tradition since 1934 when it started with the Detroit Lions. Although there was a break during World War II, this tradition continued with the addition of the Dallas Cowboys in 1966.
Except for a few years missed in the 1970s, when then-commissioner Pete Rozell moved the game from Dallas to St. Louis to market the “Cardiac Kids” Cardinals teams, Dallas has been as much a part of the tradition as Detroit.
These games have become more than sports events; they have become cultural traditions that American families eagerly anticipate every year.
The NFL has also had an on-and-off relationship with playing games on Christmas, too. In 1971, when the season spanned just 14 games, the league played two divisional playoff games but then didn’t incorporate games on the sacred holiday until 1989 with the longer 16-game season. There have been 27 games on Christmas — all nationally televised. This season, because Christmas lands on Monday, the league will host three games.
There is continued discussion within the league about whether future NFL Black Friday games should have a host. North shared his thoughts by saying, “We did not intend to commit to a home, for Black Friday this season. However, it is definitely worth discussing. Let’s observe what happens this year and gauge fan reactions on that day. I’m certain we will consult team owners and members to determine our interests.”
Will the Bengals benefit from their vision of a permanent host?
For the Bengals, hosting the NFL Black Friday game could have provided them with national exposure and boosted local economic growth. It could have also allowed them to establish a holiday tradition that might rival the already established Thanksgiving games.
It would make sense with one of the league’s best young rosters, including quarterback Joe Burrow and wide receiver Ja’Marr Chase. However, the NFL’s decision to hold this game in New York highlights its strategy of maximizing market potential and viewership.
The NFL Black Friday bet: Will it pay off?
By introducing Black Friday football, the NFL is opening up possibilities for a new holiday tradition focused on expanding the league’s TV reach and pleasing its newest broadcast partner. Although the Bengals’ desire to host was not fulfilled, the NFL’s focus on market size and broadcasting strategy falls in line with its focus on future growth despite its position as the dominant force in American television.
It remains uncertain how the Black Friday game will develop—whether it will continue in New York or eventually establish another permanent location. The integration of football into holiday culture is undoubtedly a key aspect of the NFL’s future endeavors, and we’ll see if American audiences continue to eat it up or if the allure of other Black Friday activities lead to a more tepid reception.