The National Football League plans to hold talks with media companies outside its traditional broadcast partners about selling rights to live games, according to comments by the league’s media chief to CNBC. The move reflects the NFL’s effort to evaluate new distribution models as digital platforms increasingly rival broadcast television.
NFL executive Hans Schroeder said the league is exploring conversations with companies that may not seek a full rights package but could be interested in airing a single live game. The goal, he said, is to understand all available options and determine the best approach for fans, teams, and the league’s long-term strategy.
The league has already taken steps in this direction. Last season, it sold rights to a Week One game to YouTube, owned by Google, reportedly for about $100 million, signaling how streaming platforms can now deliver audiences comparable to traditional broadcasters.
Looking ahead, the NFL is set to host a record nine international games next season and could create a new media package for some of those matchups as early as next year. The discussions highlight how shifting viewing habits are expanding the league’s options as it balances reach, revenue, and fan engagement.