Google YouTube has emerged as the heavy favorite to stream its first exclusive NFL game on Friday of the opening week, sources briefed on the discussions told The Athletic on Thursday.
The deal would represent another landmark agreement between the league and a behemoth digital platform that is redefining how fans watch games.
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However, this partnership would be different from the agreements with Amazon and Netflix, as it is anticipated not to be tied to any paid subscription. The game is expected to be available globally for free on YouTube. It would be free in the United States, as well, while subscribers to the cable-like and U.S.-based YouTube TV will be able to access through that service, as well.
The game will be played in São Paulo, Brazil, at Corinthians Arena, with the Los Angeles Chargers already slated to be one of the teams involved. An official announcement will likely occur next week during Advertising Upfronts, when networks and platforms like to make big news. Indeed, the NFL announced Thursday that it will reveal its international games on Tuesday, followed by the full NFL schedule the next day.
Google YouTube and the NFL both declined to comment. Sports Business Journal had previously reported YouTube as a possibility for the game.
While this would be the first exclusive game streamed on YouTube, the service is in the midst of a seven-year contract worth around $14 billion with the NFL for the rights to Sunday Ticket. Sunday Ticket is a subscription product that allows fans to watch out-of-market games of their favorite teams. The games are simulcast and produced by Fox and CBS on Sundays.
The NFL continues to increase its relationships with digital partners. In 2023, the league began an 11-season agreement with newcomer Amazon Prime Video for Thursday Night Football, while continuing with ESPN, NBC, Fox and CBS. The deals are worth $110 billion.
Since then, the league has struck a partnership with Netflix to have a doubleheader on Christmas. Last season, the Brazil game was exclusively on Peacock, the streaming service of NBC.
After the 2029 season, the NFL has opt-outs with Amazon, NBC, Fox and CBS. Following the 2030 season, the NFL can opt out of its agreement with ESPN’s Monday Night Football. With the NBA’s 11-year, $76 billion contracts with ESPN, Prime Video and NBC/Peacock set to begin next year, the NFL is expected to either opt out or use the threat of doing so to garner even more money when the 2030s begin.
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The exact price of what Google YouTube would pay for the opening week game is not yet known, but it would likely be around or a little more than the $105 million that Peacock spent for last year’s matchup between the Eagles and the Packers in Brazil. The other matter at hand is who will produce and call the games, which is still undetermined.
The digital streamers do not have in-house game production crews to produce NFL games on their own. Netflix paid CBS to produce its Christmas games. Prime Video has its own announcers, but has a long-term production agreement with NBC.
(Photo: Ronald Martinez / Getty Images)
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