Just 24 hours after Channel 5 announced its landmark entry into NFL broadcasting, Sky Sports has responded with news of its own – a three-year extension that will see the broadcaster show more American football than ever before.
The new deal, which extends Sky’s NFL partnership beyond 30 years, will see more than half of all NFL games broadcast live on Sky Sports for the first time.
It represents a near 50% increase in live coverage compared to previous seasons.
Sky will retain first pick for both the Sunday 6pm and 9pm games, but viewers will now get additional options with a second 6pm game and up to two extra 9pm matches running concurrently across Sky’s channels (and on Sky’s NOW streaming service).
What Sky’s New Deal Includes
The expanded coverage goes well beyond just more Sunday games.
Sky will broadcast all London and European games live, including the NFL’s inaugural matches in Ireland and Spain – something that wasn’t guaranteed under previous agreements.
The package retains all of Sky’s existing premium content: every Thursday Night Football, Sunday Night Football, and Monday Night Football game, plus the popular NFL RedZone channel, Thanksgiving specials, every playoff game, and the Super Bowl.
Games will be shown across Sky Sports NFL (launched in 2020 as the first dedicated NFL channel from an international broadcaster), Sky Sports+ and Sky Sports Mix, giving subscribers multiple viewing options when games run simultaneously.
Jonathan Licht, Chief Sports Officer UK & Ireland, said: “We’re proud to extend our partnership with the NFL beyond 30 years. The sport continues to grow and captivate UK audiences, which we saw first-hand with record breaking Super Bowl LVII viewership on Sky Sports.”
Responding to New Competition
The timing of this announcement – coming just one day after Channel 5 revealed its own NFL deal – is hardly coincidental. Yesterday, 5 announced it would broadcast two Sunday evening NFL games weekly on free-to-air television, plus the Super Bowl and international games.
That deal brings regular weekly NFL coverage to free-to-air TV for the first time in years, potentially opening up the sport to millions of viewers who don’t pay for Sky Sports.
Sky’s response has been to significantly expand its own offering. Where 5 will show two games per week, Sky subscribers will now have access to multiple concurrent games in the same time slots, plus all the additional programming that comes with a dedicated sports broadcaster.
The two deals don’t directly compete – they’re showing different games in the same time slots – but they do represent a major shift in how NFL content is distributed in the UK.
Growing UK Interest in American Football
Both deals reflect the NFL’s growing popularity in Britain. The London games at Wembley and Tottenham regularly sell out, merchandise sales have increased, and viewing figures have been climbing steadily.
Gerrit Meier, Managing Director and Head of NFL International, said: “The UK market continues to be a priority for the NFL internationally, as we look to drive fandom and grow the game at every level around the world.”
The NFL’s strategy appears to be expanding access through multiple channels rather than restricting it to a single broadcaster. Free-to-air coverage on 5 can attract new fans, while Sky’s comprehensive package serves existing enthusiasts who want maximum choice.
What This Means for Viewers
Between Sky’s expanded coverage and 5’s free-to-air games, UK viewers will have access to more live American football than ever before.
Sky (and NOW) subscribers get the benefit of choice – when there are multiple games in the 6pm and 9pm slots, they can pick which one to watch live and catch others on demand. The dedicated NFL channel also provides year-round content beyond just live games.
For casual viewers or those testing the waters, 5’s free coverage provides an entry point without the commitment of a Sky Sports subscription.
The 2025 NFL season kicks off on September 4, with Sky promising to announce its presenting team in due course. Coverage will run through to Super Bowl LX at Levi’s Stadium in California on February 8, 2026.
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