After reporting their first operating loss in a non-pandemic year in decades, the Green Bay Packers franchise president, Ed Policy, revealed new plans to generate additional revenue at Lambeau Field.

Packers President Policy revealed during the annual financial meeting for fiscal year 2026 on July 24 at Lambeau Field that the franchise is planning to increase non-Packers events at Lambeau Field.

“Ed Policy says the Packers will bring more "major events" to Lambeau Field, in an effort to generate more revenue,” Pro Football Talk’s X post read on July 26.

According to Pro Football Talk’s X post, further explained by PFT’s Mike Florio in an article, Ed Policy revealed that he wanted the franchise to host events outside of the NFL to boost the revenue of the organization.

“We do want to focus a little more on college football games and premier soccer games," Policy said in the presser as posted by NBC26 reporter Kelly Hallinan on July 24. "But we will host concerts from time to time. We’re very pleased with the Luke Combs concert."

Generating non-ticket revenue is not new in the NFL. The New England Patriots' home venue hosted seven musical acts across 10 shows during the May-to-August stretch last year.

Policy said the Packers posted a $1.1 million operating loss for the first time in a non-pandemic year since 1990. He explained that a $131.7 million increase in player payroll, driven by the signing of Micah Parsons and other contract extensions, was the main reason.

However, the financial report also detailed a total revenue of $753 million and a net income of $132.5 million, according to Mike Spofford of Packers.com. 

He attributed the net income to revenue received from non-operating revenues, which included gains in corporate investments along with their share from ESPN’s purchase of NFL Network. 

Policy believes expanding Lambeau Field's event calendar could be the key to curtailing rising costs and sustaining a championship-caliber team.

Besides the financial pressure, he also spoke about the major disadvantage the franchise faces.

Packers president admits franchise lacks key advantage over NFL rivals

Policy, during the annual financial meeting, told the reporters on July 24 about the disadvantages of being a publicly owned franchise as compared to the 31 other privately held franchises. 

“It’s like other teams have access to this ATM machine that we just don’t have right now,” Policy said, per the Associated Press. “We’re going to have to be more aggressive with revenue generation going forward. We all know the cost of competing in the NFL is going up, and other teams have access to capital sources that we just don’t have.” 

Since outside funding isn't an option, the Packers plan to bring in more revenue from sponsorships and other stadium opportunities.

Policy expressed confidence that the Packers are in a stable financial position despite the recent challenges. Every NFL team also received $453.2 million from the league, that is largely funded by TV contracts.

Should the Packers focus more on concerts and college football to offset rising NFL costs? Let us know in the comments.

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Written by

Archana Ramakrishnan

Edited by

Soheli Tarafdar