March 18, 2021
The National Football League March 18 announced separate 11-year carriage/streaming video distribution deals with NBCUniversal and ViacomCBS. The pacts include notable live-game streaming rights to games on Peacock, Paramount+, and in a first — Pluto TV — underscoring OTT video’s increased presence in live sports programming in the United States.
With the new agreements, which begin with the 2023 NFL season, NBC and Peacock will present “Sunday Night Football” through 2033 — a span of 28 seasons for NBC as the home of the NFL’s top-rated primetime package (since its 2006 debut). In addition, beginning with the upcoming 2021 season, Peacock will stream all “Sunday Night Football” games and the “Football Night in America” studio show. Peacock will also produce a new expanded postgame show following SNF each week.
“Sunday Night Football’ has been television’s most-watched primetime show for a decade, and we look forward to continuing our presentation of SNF, Super Bowls, and playoff games for many years to come, while also broadening our audience with Peacock becoming the live streaming home for all NBC NFL games,” Pete Bevacqua, chairman of NBC Sports Group, said in a statement.
NBC Sports, which produced the first-ever NFL broadcast on Oct. 22, 1939 (Philadelphia Eagles-Brooklyn Dodgers from Ebbets Field), will present four of the next 13 Super Bowls, including three Super Bowls as part of the new agreement. Home of the upcoming Super Bowl LVI from SoFi Stadium in Los Angeles in February 2022, NBC and Peacock will broadcast and stream Super Bowls in February 2026, February 2030 and February 2034. NBC Sports’ presentation of Super Bowl XLIX in February 2015 is the most-watched show in U.S. television history (114.4 million viewers on NBC).
Meanwhile, CBS Sports continues as the home of the NFL’s American Football Conference (AFC), with all games broadcast on the CBS Television Network and streamed live on Paramount+. This historic agreement also grants an expansive list of NFL rights across ViacomCBS networks and platforms (i.e. Pluto TV), enabling the company to maximize its content creation, distribution and reach throughout the length of the deal.
The new agreement allows for CBS Sports to broadcast and stream more Sunday afternoon games and includes an expanded schedule of games featuring teams from the National Football Conference (NFC). In addition, the schedule is highlighted by 10 CBS doubleheaders, including Sundays at 4:25 p.m. ET, eight single-headers and the annual Thanksgiving Day game. CBS Sports will broadcast three Super Bowls over the length of the deal, including the first in the new agreement, Super Bowl LVIII in 2024, as well as Super Bowl LXII in 2028 and Super Bowl LXVI in 2032.
The CBS Television Network and Paramount+ will also present a full slate of playoff games, featuring the AFC Championship game, one Divisional game and one Wild Card game. A second Wild Card game will be added to the CBS Sports lineup during the 2024, 2029 and 2033 seasons.
ViacomCBS will retain extensive in-market exclusivity, ensuring that the CBS-affiliated stations and ViacomCBS platforms will continue to have local availability of “The NFL on CBS.” CBS will also gain increased rights to protect games from being flexed to other networks and time slots.
“Today’s groundbreaking deal ensures that more big games will be available on CBS and Paramount+, with greater NFL programming opportunities featured across all ViacomCBS platforms, including Pluto TV, vastly expanding the NFL’s reach among younger audiences in a rapidly evolving media landscape,” said CEO Bob Bakish.