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NFL Eyes Nontraditional Media Partners for Live Games

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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.

Paramount+ Secures Five-Year Deal to Stream PBR’s “Unleash the Beast” Bull Riding Series

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Paramount+ will become the new streaming home of Professional Bull Riders’ (PBR) premier competition series, “Unleash the Beast,” under a five-year media rights deal announced Wednesday by Skydance-owned Paramount and PBR.

The agreement will see Paramount+ stream live coverage of the elite bull riding circuit beginning in December, featuring the world’s top 35 riders as they compete across 17 U.S. states for prize money and championship points. “Unleash the Beast” will also continue its broadcast presence on CBS Sports, which has aired PBR events since 2013.

The deal marks another major shift in live sports programming toward streaming platforms, as media companies vie for premium events to attract subscribers. CBS will retain coverage of PBR’s “Game of the Week” through the 2026 season, ensuring the sport maintains a dual presence on traditional television and digital streaming.

PBR is part of TKO Group Holdings, which recently signed a seven-year, $7.7 billion exclusive broadcasting deal with Paramount for U.S. coverage of the Ultimate Fighting Championship (UFC) starting in 2026.

“Unleash the Beast” will kick off its 2026 season in December in Manchester, New Hampshire, blending PBR’s rugged live energy with Paramount+’s growing lineup of live sports offerings.

Apple Bids Over $150 Million Annually for U.S. Formula 1 Streaming Rights

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Apple has made a bid of at least $150 million per year to secure the U.S. streaming rights for Formula 1 races starting in 2026, according to a report by Business Insider citing an insider familiar with the negotiations. The tech giant appears to be the frontrunner in the bidding process, with ESPN, currently the rights holder, opting not to match or surpass Apple’s offer.

Apple did not comment on the report when contacted by Reuters, while Formula 1 and its parent company Liberty Media have yet to respond. This development comes on the heels of Apple’s success with the film “F1: The Movie,” starring Brad Pitt, which has grossed more than $300 million globally.

ESPN holds the U.S. broadcasting rights for the current Formula 1 season, but its exclusivity period to negotiate a new deal with Formula 1 expired earlier this year, Reuters reported in February.

If Apple wins the rights, it would mark a significant expansion of the company’s sports streaming portfolio and further challenge traditional sports broadcasters in the U.S. market.