How popular isNFL?
In September 2026, people searched for NFL by name about 418,000 times in New Zealand, about the same as the previous year. These searches made up 11.3% of all New Zealand sports league searches, placing NFL third out of eight leagues. When we asked both ChatGPT and Google AI Overviews about sports leagues, NFL appeared in two of the five answers and was the third most recommended of the eight.
NFL is the third most searched of 8 competitors and the third most recommended in AI answers.
NRLShare of searches 59.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Premier LeagueShare of searches 15.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
NFLShare of searches 11.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
A-LeagueShare of searches 6.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
AFLShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Follow NFL and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top sports leagues in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, NFL was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. NFL is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Super Rugby Pacific1st- NRL2nd
- NFL3rd
- Premier League4th
- A-League5th
NBA6th
Super Smash7th- AFL–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- NRL3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- A-League3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Super Rugby Pacific3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Premier League2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NFL2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NBA2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Super Smash2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- AFL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sports leagues
5 answers
Asked ChatGPT
“Which sports league should I go to in New Zealand?”
Asked ChatGPT
“What are the best sports leagues in New Zealand?”
Asked ChatGPT
“What's the best sports league in New Zealand for live sport?”
Searched Google, AI Overview
“best sports league”
Searched Google, AI Overview
“pro sports leagues”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which sports leagues compete with NFL?
Share of searches by month for NRL, Premier League, NFL, A-League, AFL. The figures are in the table below the chart.
View monthly share of searches table
| Month | NRL | Premier League | NFL | A-League | AFL | NBA | Super Rugby Pacific | Super Smash |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 14.8% | 23.6% | 17.3% | 14.2% | 0.52% | 29.2% | 0.34% | 0.03% |
| Nov 2025 | 3.6% | 23.1% | 15.5% | 14.5% | 0.27% | 42.8% | 0.25% | 0.05% |
| Dec 2025 | 1.8% | 28.9% | 14.7% | 18.8% | 0.13% | 34.1% | 0.19% | 1.3% |
| Jan 2026 | 2.1% | 25.2% | 16.7% | 17.3% | 0.15% | 32.7% | 0.59% | 5.2% |
| Feb 2026 | 9.3% | 26.3% | 3% | 16.3% | 0.27% | 26.6% | 18.2% | 0.06% |
| Mar 2026 | 29.2% | 17.9% | 0.52% | 10.1% | 1.5% | 22.6% | 18.1% | 0.01% |
| Apr 2026 | 33% | 15.2% | 0.78% | 8.8% | 1.7% | 24% | 16.5% | <0.01% |
| May 2026 | 29.7% | 16.8% | 0.24% | 8.4% | 1.5% | 28.8% | 14.5% | <0.01% |
| Jun 2026 | 47.8% | 1.1% | 0.48% | 0.66% | 2% | 32.4% | 15.6% | <0.01% |
| Jul 2026 | 84.7% | 2.9% | 0.71% | 1.6% | 4.1% | 5.1% | 0.92% | <0.01% |
| Aug 2026 | 76.4% | 11% | 2.1% | 5.5% | 2.9% | 1.8% | 0.33% | <0.01% |
| Sep 2026 | 59.8% | 15.2% | 11.3% | 6.9% | 4.7% | 1.8% | 0.34% | 0.01% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 59.8% | 2.2M | -22.8% | -16.6 points | |
| 2, held 2nd | 15.2% | 561K | +36.6% | +4.2 points | |
| 3, moved from 5th to 3rd | 11.3% | 418K | +439.1% | +9.2 pointsmoved from 5th to 3rd | |
| 4, moved from 3rd to 4th | 6.9% | 254K | +22.5% | +1.3 pointsmoved from 3rd to 4th | |
| 5, moved from 4th to 5th | 4.7% | 175K | +63.3% | +1.9 pointsmoved from 4th to 5th | |
| 6, held 6th | 1.8% | 64.8K | -5.7% | -0.1 points | |
| 7, held 7th | 0.34% | 12.4K | +0.49% | 0 points | |
| 8, held 8th | 0.01% | 480 | +84.6% | 0 points |
1.
NRL59.8%
Held 1st. 2.2M estimated branded searches, -22.8% vs prior month. Share -16.6 points.
15.2%
Held 2nd. 561K estimated branded searches, +36.6% vs prior month. Share +4.2 points.
3.
NFL11.3%
Moved from 5th to 3rd. 418K estimated branded searches, +439.1% vs prior month. Share +9.2 points.
4.
A-League6.9%
Moved from 3rd to 4th. 254K estimated branded searches, +22.5% vs prior month. Share +1.3 points.
5.
AFL4.7%
Moved from 4th to 5th. 175K estimated branded searches, +63.3% vs prior month. Share +1.9 points.
6.
NBA1.8%
Held 6th. 64.8K estimated branded searches, -5.7% vs prior month. Share -0.1 points.
0.34%
Held 7th. 12.4K estimated branded searches, +0.49% vs prior month. Share 0 points.
0.01%
Held 8th. 480 estimated branded searches, +84.6% vs prior month. Share 0 points.
Compare popularity between NFL and its closest rivals
Every comparison with NFL
7 comparisons
How has branded search demand for NFL changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for NFL in New Zealand held steady, from 434K to 418K.
- Across the 12 months ending September 2026, NFL’s share of searches among sports leagues in New Zealand decreased from 17.3% to 11.3%.
- Across the 12 months ending September 2026, NFL’s share of searches among sports leagues in New Zealand peaked at 17.3% in October 2025 and was lowest at 0.24% in May 2026.
How did search popularity change for New Zealand sports leagues in September 2026?
6 changes
In September 2026, NFL overtook A-League and AFL to rank 3rd among sports leagues in New Zealand, with 11.3% of the searches.
In September 2026, Premier League gained share of searches among sports leagues in New Zealand, from 11% to 15.2%.
In September 2026, AFL gained share of searches among sports leagues in New Zealand, from 2.9% to 4.7%.
In September 2026, A-League gained share of searches among sports leagues in New Zealand, from 5.5% to 6.9%.
In September 2026, NRL lost share of searches among sports leagues in New Zealand, from 76.4% to 59.8%.
NBA’s share of searches among sports leagues in New Zealand has lost ground for 3 months in a row, from 32.4% to 1.8% in September 2026.
How are NFL’s branded searches counted?
23 search terms
Brandwave collects information about searches that people make online using NFL’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- cowboys nfl
- espn nfl draft
- nfl
- nfl denver broncos
- nfl draft
- nfl draw
- nfl fantasy
- nfl fixtures
- nfl games
- nfl games today
- nfl jerseys
- nfl ladder
- nfl live
- nfl players
- nfl preseason
- nfl pro bowl
- nfl scores
- nfl super bowl
- nfl teams
- nfl tickets
- nfl today
- nfl vikings
- r nfl
Do you work for NFL? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is NFL your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.