A FISTFUL OF DOLLARS

Whether the NFL comes back or not will be decided by cash

- KARL O'KANE

ULTIMATELY, the decision on whether or not the NFL comes back to Dublin will come down to the outcome when the big bosses crunch the numbers.

If it made financial sense to play every game in America then that’s what the NFL would do - and did for decades - but it probably doesn't any more.

They already have a captive market in America and a TV deal worth $111 billion over 11 seasons.

Their home market regenerates itself over and over again and will continue to do so with a game that is deeply ingrained in the American psyche.

Create a new market though and you'll be playing golf with your big boss every week as the bonuses drop into your bank account.

The bottom line is likely to be whether or not the NFL starts, or continues, to see viewing figures/subscriptions for regular season American football games rise from different countries.

If more Irish people buy subscriptions for channels showing NFL games it grows the audience and you can charge more for advertising slots already at a premium on the US market.

Virgin Media (Ireland) have got their foot firmly in the door and they're a key part of the NFL strategy.

They showed last weekend's game and will screen all six European games live and free-to-air.

The free-to-air factor is crucial.

Virgin are effectively a promotional tool for the NFL to attract the casual viewer - the fan who won't pay now, but might well pay in the future.

Their viewing figures are one test ground for the NFL and will be very closely monitored.