Back in August, the NFL reported on 5’s agreement with Paramount for multi-year coverage of American football in the UK. The deal, which the NFL called “ground-breaking” for a free-to-air broadcaster to get such a package, meant that 5 received two Sunday night NFL games, some special picks, such as those fixtures played in London and Dublin this season, and the NFL Playoffs and Super Bowl.

5 is not alone in showing NFL content in the UK, as Sky Sports has the lion’s share of the action, whereas the NFL Pass subscription is available through DAZN. Netflix, which seems to remain on the fence over whether it should go big into the sports market or not, shows a couple of games in the UK over Christmas.

While coverage in the UK is disjointed, looking a bit more like the American model, the deal does look like great business at the moment. The data is not yet available for UK viewership, but the 2025 NFL season has seen a 10% rise in domestic viewing figures (average per game) in the United States, which is encouraging for UK broadcasters. It’s clear, too, that interest in the NFL is growing in the UK, so 5 looks like it is jumping on the bandwagon at the right time.

Super Bowl LX can act as a barometer

There will be more scrutiny on viewing figures across January and February, as that is when the Playoffs and Super Bowl take place. We don’t know exactly who will play the big game in Levi’s Stadium on February 8th, as the Playoffs (knockout rounds) are ongoing, but going by the current Super Bowl odds, there are several teams that appeal to UK fans. Regardless, the event itself is getting bigger in the UK, so it’s likely to be a win for 5, even if the start time of 11.30pm is a bit late for British viewers.

NFL viewership and fandom are on the rise

The 2020s have largely been characterised by record-breaking viewership for the Super Bowl in the UK. ITV, which previously held terrestrial television coverage rights, made a big fuss about the numbers for Super Bowl LVIII (2024), which drew an average of 555,000 viewers – big numbers for that time of night or, more aptly, morning.

There are, most certainly, challenges for 5. Many of the UK’s avid NFL fans subscribe to Sky Sports for that very reason. And while we can’t definitively say that Sky’s coverage is better, it is certainly more comprehensive. There are also risks of a challenge from streaming services, as well as younger audiences’ propensity to consume sports content on social media.

Yet, this feels like a smart bet for future years. The NFL is placing heavy emphasis on global expansion, and the UK is its top target. Games are now played in London every year, and the fanbase is measured in millions of Brits. It’s almost certain that we see more growth in the fanbase. It won’t be overtaking the Premier League anytime soon, but it is becoming significant. 5 becoming the free-to-air home of the NFL in the UK might look like a masterstroke in a couple of years.

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Tags: 5, NFL, super bowl