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The National Football League is exploring opportunities to sell live game broadcasting rights to non-traditional media companies, according to the league’s media chief Hans Schroeder. In an interview with CNBC Sport on February 6, Schroeder confirmed that NFL live game rights discussions will take place with digital platforms and other media entities outside the traditional broadcast television landscape. The announcement comes just days before Super Bowl LX in San Francisco, where the Seattle Seahawks face the New England Patriots on February 8.
Schroeder indicated that several companies have expressed interest in becoming NFL live game partners, though he did not disclose specific names or entities during the CNBC interview. The league aims to evaluate all available options to determine the best distribution model for fans, teams, and the organization moving forward, he stated.
NFL Live Game Rights and the Streaming Revolution
The NFL’s consideration of non-traditional media partners represents a significant shift in how professional sports leagues approach broadcasting agreements. Last season, the league sold a Week One game to Google’s YouTube for approximately $100 million, according to reports. This transaction demonstrated the growing competition between digital streaming platforms and traditional broadcast television networks.
The streaming landscape has evolved dramatically in recent years, with major technology companies now capable of delivering content to audiences comparable in size to traditional broadcasters. “Now you see these big digital platforms that can reach broadcast level audiences,” Schroeder explained to CNBC. He added that this development “just creates more optionality” for the league when negotiating media rights deals.
International Games Present New Opportunities
Meanwhile, the NFL continues expanding its global footprint with plans to host a record nine international games next season. These overseas matchups could form the basis of a new media package that the league might offer to partners as early as next year, according to Schroeder. The international games represent a unique opportunity for both the NFL and potential media partners seeking to reach global audiences.
However, the league has not specified which markets will host these games or which teams will participate. The NFL did not immediately respond to a Reuters request for additional comment on the media rights discussions or international game plans.
Traditional and Digital Partnerships Coexist
Schroeder emphasized that the NFL already works with some companies in limited capacities, providing them with content packages smaller than full game rights. These existing relationships could potentially expand as the league evaluates its distribution strategy for future seasons. Additionally, some media landscape participants who are not current partners have expressed interest in acquiring NFL live game rights.
The Super Bowl LX matchup between the Seahawks and Patriots represents arguably the biggest single event in American sports, attracting massive domestic and international viewership. This premier showcase demonstrates the NFL’s continued dominance in sports media and explains why numerous platforms compete for access to league content.
In contrast to previous decades when a handful of broadcast networks controlled virtually all professional football coverage, today’s fragmented media environment offers the NFL numerous distribution options. Streaming services, technology giants, and traditional broadcasters now compete for rights packages of varying sizes.
The timeline for finalizing any new NFL live game rights agreements remains unclear, though discussions are expected to begin soon. The league will likely announce partnership decisions before the start of next season, particularly regarding international game packages.
