Netflix’s Strategic Move into Live Sports Broadcasting

Netflix is intensifying its commitment to live sports, investing nearly £4 billion ($5 billion) in WWE and streaming prominent boxing events. Following Paramount’s recent acquisition of Champions League rights in the United Kingdom for approximately £1 billion ($1.3 billion), Netflix is poised to compete with Sky and TNT for domestic Premier League contracts, as reported by The Times.

The streaming giant is also preparing to challenge NBC for American rights to the English Premier League. Reports indicate that while the latest domestic broadcasting agreements will conclude in 2029, NBC’s contract expires a year earlier. Valued at $2 billion (£1.5 billion), this contract is the Premier League’s largest overseas deal. Bidding for future packages is anticipated to commence over the next year.

A source informed The Times, “The key takeaway for football—both in European and domestic leagues—is that Netflix has for the first time demonstrated a genuine interest in acquiring broadcasting rights. Coupled with Paramount’s entry into the market, this development is promising for football, as it fosters increased competition for rights. The Premier League stands as the most appealing domestic league globally, making its rights a prime target for both Netflix and Paramount.”

In a related note, UEFA has expressed enthusiasm about platforms like Netflix and Disney joining the broadcasting landscape. UEFA President Aleksander Ceferin emphasized the organization’s dedication to innovation in media rights during the European Football Clubs General Assembly in October. He stated, “Through this joint venture, the game will flourish. With [marketing agency] Relevent alongside us, we have a formidable team to realize our ambitions. We are committed to delivering engaging and innovative football, enhancing accessibility and expanding our core revenue streams. Our goal is to attract new fans to our competitions and engage diverse audiences, especially amid the evolving media and streaming rights environment. By leveraging digital platforms, we aim to bring the game closer to everyone, ultimately strengthening our clubs and maintaining Europe’s status at the pinnacle of football.”

Historically, Netflix has seen success in streaming live sporting events, notably attracting 65 million viewers for the Jake Paul vs. Mike Tyson boxing match in 2024. While Netflix holds rights for the Women’s World Cup in 2027 and 2031 in the United States, the potential acquisition of rights for men’s football remains uncertain.