Credit: The Athletic
For the first time, UK audiences will be able to watch a season’s worth of prime-time NFL games on free-to-air television. Channel 5 has secured a new multi-year rights deal to broadcast one of the league’s early Sunday kick-offs, marking a significant expansion of its NFL coverage.
A Landmark Deal for UK NFL Fans
Previously, Channel 5’s NFL coverage focused on overnight broadcasts, including the Super Bowl. Under the new agreement, the broadcaster will now show regular-season Sunday games at 6pm (1pm ET, 10am PT) on its main channel, with another match airing later in the evening on its Freeview channel, 5Action.
This move offers NFL fans in the UK and Ireland more accessible ways to follow the sport. While Sky Sports retains its two exclusive Sunday games and coverage across the week, and DAZN continues to offer full access via Game Pass, Channel 5’s free-to-air offering lowers the barrier for casual and new fans to engage with American football.
Balancing Partnerships: Sky, DAZN, and Channel 5
Sky Sports remains the NFL’s long-term pay-TV partner in the region, operating its dedicated NFL channel. DAZN, which became the NFL’s direct-to-consumer partner in 2023, has doubled Game Pass sales since then, offering subscribers the ability to watch nearly every game with additional features like Red Zone and multi-game viewing options.
By introducing Channel 5 as a free-to-air partner, the NFL is aiming to expand its reach beyond the dedicated subscriber base of Sky and DAZN. Insiders note that the move aligns with the league’s ambition to grow the sport’s UK audience, ensuring broader visibility while maintaining its lucrative commercial deals.
Channel 5’s Growing Sports Portfolio
Channel 5 has a history of broadcasting U.S. sports, having shown the NFL, MLB, and NHL since its launch in 1997. Its renewed commitment to live sport comes at a time of transformation for its parent company, now Paramount Skydance Corporation, following an $8 billion merger earlier this year. The company has been aggressive in securing sports rights, including a $7.7 billion deal to become the exclusive U.S. home of the UFC.
In the UK, Channel 5 has already expanded into cricket, snooker, and FIFA Club World Cup coverage. Its NFL broadcasts will be co-hosted by Dermot O’Leary and Olympic hockey gold medalist Sam Quek, with former Super Bowl champion Osi Umenyiora providing analysis. The programming is expected to blend sport with entertainment, including an experimental “gameshow” format during breaks in play, signaling an effort to appeal to broader audiences.
Looking Ahead: NFL’s UK Expansion
The NFL season kicks off on Thursday, September 4, with the reigning champion Philadelphia Eagles hosting the Dallas Cowboys. It will culminate with Super Bowl LX on February 8, 2026, at Levi’s Stadium in Santa Clara, California.
Channel 5’s involvement marks a new chapter in the league’s UK media presence, providing casual fans an accessible entry point while deepening the NFL’s foothold in one of its fastest-growing international markets.
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IMAGE: NFL UK
