Global vs local TV

In an increasingly global activity, how does the local element come into play?
Take the NFL – massive value domestically, but niche in a market like Portugal. The opportunity to build on the matches seems to be in localizing the pre and post match commentary, engage fans, and build editorial around the sports.  
This can drive both the sport forward, as well as create value around the NFL brand.
The question is, how to create a business model which is easy for the NFL too – a massive company who prefers to sell rights regionally, and whose strategy is set on providing media outlets with ready made content?
Interested to hear thoughts on business models for licensing tv + digital sports rights in small countries in general!