Get ready, UK! American Football’s biggest spectacle is back on free-to-air TV! Channel 5 is bringing live NFL games, playoffs, and the Super Bowl to your screens. Will this new partnership ignite a whole new generation of fans?
The National Football League (NFL) has heralded a new era for its presence in the United Kingdom, announcing a pivotal multi-year media partnership with Paramount Global’s Channel 5 network. This landmark agreement marks the return of free-to-air coverage for American football in the UK after a two-decade hiatus, promising to significantly broaden the sport’s reach and engage a fresh wave of enthusiasts across the region.
Commencing with the highly anticipated 2025-26 season, Channel 5 will become the new home for live NFL action, offering two prime-time Sunday evening fixtures weekly throughout the regular season. This comprehensive coverage will be presented within their innovative “NFL: Big Game Night” show, designed to creatively interweave compelling game analysis with engaging entertainment segments, aiming to captivate a diverse audience beyond traditional sports fans.
Beyond the regular season thrill, the partnership ensures that the drama of the NFL playoffs and the spectacle of the Super Bowl, the league’s grand finale, will remain accessible on free-to-air television. This strategic move underscores the NFL’s commitment to maintaining the sport’s biggest showcase as a major television draw in the UK, making it available to families and casual viewers alike.
To produce its dedicated studio content surrounding the games, particularly the Sunday 6 pm kick-offs, Channel 5 has joined forces with the acclaimed production company Hungry Bear Media. This collaboration is specifically tailored to appeal to a “family audience,” a demographic further supported by promotional efforts across other Paramount-owned brands, including the popular children’s entertainment channel Nickelodeon, alongside a robust nationwide advertising blitz.
Paramount UK chief content officer Ben Frow emphasized the strategic importance of this deal, highlighting Channel 5’s expanding sports portfolio. He commented on the partnership representing a “real step forward,” delivering live NFL games in primetime, entirely free-to-air, to both existing fans and new families. This latest acquisition follows Channel 5’s recent investments in sports rights, including international T20 cricket and the elite World Snooker Tour, signaling a clear intent to enhance its sporting presence.
From the NFL’s perspective, UK general manager Henry Hodgson indicated that this Channel 5 announcement is potentially one of several upcoming broadcast partnership revelations in the territory. While acknowledging Sky Sports’ enduring role as the primary UK rightsholder and the “fantastic job” they have done, Hodgson underscored the critical need for free-to-air coverage to “reach more and more people,” aligning with the league’s broader strategy for growth.
This ambition reflects a model seen in the US, where the NFL utilizes multiple media partners across various linear and over-the-top (OTT) platforms to maximize audience engagement. The league’s objective in the UK, as articulated by Hodgson, is to explore “how do we reach as many people as possible on all the right platforms,” suggesting a future multi-platform approach to amplify its appeal and accessibility.
In a further move to expand its brand presence, the NFL has also forged a significant new sponsorship deal with the luxury watch brand Breitling, designating it as the league’s first official timepiece partner. Breitling is set to activate this partnership across the NFL’s most prominent tentpole events, including the Super Bowl, and in the vibrant cities hosting international games in 2025 such as London, Dublin, Madrid, Berlin, and Sao Paulo, further enhancing the league’s global marketing efforts.
