Thanks to Caleb Williams, the Bears are the NFL’s new test dummy for oversaturation
If the Bears stay good with Caleb Williams, the NFL will take every path to exploit them.
The NFL is ready to make the Chicago Bears one of its marquee attractions again. And understandably so, after a renaissance 2025 season marked by Caleb Williams' heroics and Ben Johnson's magnetic charisma . They are a hot ticket.
Through the NFL's leaked-out schedule release , the Bears are a centerpiece, one of the league's hopeful tools to sell the professional game to the widest possible audience. To be clear, that is not normal for the Bears' customary standards. Chicago is not used to this sort of mantle.
Decades of futility have dampened local expectations as the Bears have turned into a perennial bottom-feeder. No one takes them seriously. They are supposed to be an afterthought at best and a punchline at worst, not a thrilling entity that receives top billing.
But the Bears are popular. That makes them an untapped well of potential attention and ratings galore. A cornerstone-of-the-league Bears team is one of the NFL's modern white whales, a voyage that hasn't really seemed realistic most seasons.