NFL Melbourne worked. More than 100,000 people packed the MCG for the NFL's first regular-season game in Australia — but the bigger question is what happens next.

Can the NFL turn one enormous event into a genuine Australian market? And if it does, could its sheer commercial scale eventually become a threat to the AFL, NRL and other Australian sports?

Scott Keenan is joined by AJ Maestas, founder of sports strategy and analytics firm Navigate and host of the Navigating Sports Business podcast, to unpack the business behind the NFL's push into Australia.

They discuss why the NFL chose Melbourne and the MCG, where Australia fits into the league's international expansion strategy, the enormous potential value of global media rights, how casual fans become long-term customers, f ...