The NFL introduced a completely new kickoff in 2024, adopting a similar style of play that was used in the XFL. The goal was to not only limit injuries, but also increase the number of kick returns after there was a steady rise in touchbacks over the last few years.
The league accomplished its goal of reducing the risk of injury but it still wants to see more kickoffs returned to make the play more meaningful. Thus, owners approved a change to kickoffs on Tuesday, which should help with that.
Touchbacks will now come out to the 35-yard line instead of the 30, which should discourage teams from simply booting the ball through the end zone every time.
Yes, we’re looking at you, Sean McVay.
McVay never seemed to be a fan of the new kickoff, saying last summer that it “just feels weird.” His coaching strategy illustrated his feelings about the new-look play, too. The Rams allowed only 13 total kickoff returns last season, tied for the second-fewest of any team. Their touchback rate of 82.6% was tied for the third-highest, too.
Some teams like the Commanders and Saints strategically used the kickoff as a way to pin opponents deep in their own territory. They were the only two teams with touchback rates below 42%, coming in at 24.5% and 26.6%, respectively.
According to Kevin Seifert of ESPN, the kickoff return rate league-wide was only 33% in 2024 but the NFL is projecting that number to be between 60-70% next season.
With this touchback spot change, the NFL has been projecting an increase in the return rate from ~33% in 2024 to between 60%-70% in 2025. There are some downstream aspects that could come into play in terms of field position, scoring, game management when you add that many plays. https://t.co/Y9Ph9ZARKk
— Kevin Seifert (@SeifertESPN) April 1, 2025
The obvious reason for a likely increase in return rate is the difference in yardage for a touchback. Teams won't want to give opponents free yardage by kicking touchbacks every time, knowing they'll only need to go 65 yards to the end zone if they do.
The rule has changed dramatically over the years. In 2016, the NFL experimented with moving touchbacks from the 20-yard line to the 25, which was made permanent in 2018. It was then moved to the 30-yard line last year and will now come out to the 35 in 2025. That's a 15-yard difference in touchbacks in the last 10 years.
It will almost certainly alter the strategy of teams around the league, including the Rams. They were extremely conservative on kickoffs last season and took no chances with the new rule, but with touchbacks costing the kicking team another 5 yards now, McVay will have to adjust.
This article originally appeared on Rams Wire: NFL rule change: Rams may need to alter kickoff strategy in 2025
