The National Football League isn’t just surviving; it’s thriving in ways few could have predicted a decade ago. Back in 2014, then-Dallas Mavericks owner Mark Cuban forecasted an impending implosion for the league, citing oversaturation as a major risk. Eleven years later, not only has that not happened, but the NFL is preparing for even more expansion—most notably, a push toward an 18-game regular season.
Mark Cuban’s NFL Prediction: Right or Wrong?
Cuban’s warning was simple: The NFL was getting greedy. Expanding its television footprint beyond Sundays and Mondays would, in his view, lead to diminishing returns. Football on Thursdays, Saturdays, and eventually other days of the week would push fans away.
“Pigs get fat, hogs get slaughtered,” Cuban famously said in 2014, cautioning against the league’s aggressive expansion into prime-time TV slots. The belief was that fans would tire of the product, leading to a decline in viewership and, eventually, profitability.
Fast forward to 2024, and the reality tells a different story. The NFL has only grown in stature, consistently dominating television ratings. In the past season alone, 72 of the top 100 most-watched television broadcasts in the U.S. were NFL games. Even in years when that number was higher—93 in 2023, for example—72 still underscores the league’s continued dominance.
The Push for an 18-Game Season
Expansion talk has been swirling for years, and the latest NFL owners’ meetings in Florida have given it new momentum. According to reports, the league is ready to engage the players’ union in serious discussions about adding an 18th game to the regular season.
The move isn’t just about football; it’s about money. NFL owners see billions of dollars in additional revenue from broadcast rights, ticket sales, and sponsorships. They believe an 18-game season could further cement the league as the biggest entertainment force in America.
The Players Association will undoubtedly push back on the physical toll of adding another game, but history suggests that resistance won’t last long. The last expansion, from 16 to 17 games, faced opposition too—until the money started talking.
Could the NFL Ever Reach a Breaking Point?
Cuban’s theory of oversaturation remains an open-ended question. Right now, the demand for football appears insatiable. Fantasy football, betting, and the cultural grip of the NFL ensure that fans keep tuning in.
However, there are cracks in the armor. Toward the end of the season, some games become nearly unwatchable as playoff teams rest their starters and non-contenders go through the motions. An 18-game schedule could exacerbate that issue, leading to even more meaningless late-season matchups.
Despite this, the league continues to print money. Even if the quality of play dips at times, fans haven’t tuned out in meaningful numbers. Could that change if the product becomes oversaturated? Perhaps. But for now, the NFL is betting that more football equals more money, and history suggests they may be right.
The Business of Football: More Games, More Money
For NFL owners, the game is simple:
- More games mean more ad revenue from TV networks.
- More games mean increased ticket sales for stadiums.
- More games mean expanded sponsorship opportunities.
- More games mean additional leverage in future labor negotiations.
The health and safety concerns surrounding an 18-game season will be acknowledged, but they won’t stop the expansion. In the NFL, money always wins.
The Inevitable Expansion of the NFL
If an 18-game season is inevitable, what’s next? Could a 20-game season ever be in the cards? Given the way the league has operated over the past two decades, it’s hard to rule anything out.
Cuban’s prediction of implosion hasn’t materialized, but his warning about unchecked growth remains relevant. The NFL keeps pushing boundaries, seeing just how much fans will tolerate before they push back. For now, the answer is clear: The appetite for football remains as strong as ever.
