NFL fans in the UK don’t always have the easiest time of it. Traditionally, this kind of content has been costly to show, and coverage in the country has been sporadic and limited as a result. Butat least for the next few years, all of that is in the past! The NFL recently announced multiyear free-to-air content deals with a few different providers, including Sky Sports along with Channel 5 and Paramount UK.

What does this uplift in international sports coverage spell for networks in the UK? Let’s take a closer look.

Detailed deals

First, it’s important to note that these are robust deals. They don’t simply allow UK broadcasters to show NFL content for affordable prices. On the contrary, the deals encompass a wide range of broadcast factors. Expanded standard live coverage, typically translating to multiple game viewings a week, is one of the primary elements of the deal, of course, but so is expanded special event coverage. The latter extends to NFL games held in Europe and ensures that fans in the UK are never left struggling for game-time coverage again.

Widespread impact

Now we know more about the specifics of these new content distribution deals, but what exactly do they mean for UK broadcasters? The recent NFL deals stand to have a widespread impact on UK channels both in the present and in the future. More specifically, there are commercial, viewership and expanded reach factors to keep in mind as NFL fans explore all of the new content available to them.

Commercial considerations

By hand-selecting a few specific providers, the NFL deal sets up UK broadcasters with boosted media rights value, sponsorship potential and advertising revenue. Some providers, such as Channel 5, are even crafting interactive segments and promotional tie-ins for game streams. This can include collaborations with online sports platforms, offering even more in the way of value and commercial opportunity.

An increase in viewership

With unprecedented access to international sports content comes an increase in viewership. This is probably the main difference that UK sports broadcasters will see over the next few years. As you might expect, current NFL fans are making plans to flock to game streams en masse. New fans are also forming watch parties and planning their course of attack for the coming months. All of this translates to increased viewership for the broadcasters in question, bringing them more revenue in both the short and long term. Some of this will surely extend beyond sports offerings, providing all of their content with a much-needed injection of new faces and fresh eyes.

Expanded reach

All of the broadcasters included in the deal will enjoy the expanded reach of its programming, but not necessarily in the same way. Channel 5 offers free access to in-demand NFL games, for example, removing subscription barriers and capturing broader audiences filled with casual fans. Sky, on the other hand, is providing viewers with premium access to some of the most exclusive NFL events, which is ideal for established fans. This increase in viewership not only expands the reach of UK broadcasters but also helps introduce NFL content to new fans around the country.

Future expansion

If you think that these deals begin and end with showing NFL content, you are mistaken. Not only do broadcasters gain all of the benefits we’ve already described, but they are also being primed for more in-depth adoption of international sports. The deal lays the foundation for future expansions, especially as the NFL continues to seek extended overseas support and engagement.

What does the uptick in international sports coverage mean for UK broadcasters? From attracting more viewers to enhancing revenue and presenting new income streams for providers, the NFL’s recent deal with UK publishers to stream official content is poised to have a widespread impact across the industry. Are you planning on watching NFL content being streamed in the UK over the next few years? We can’t wait to see what the international sports fandom in the country looks like a few years from now.

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Tags: Channel 5, NFL, sky