Netflix’s Strategic Move into Live Sports: A Competitive Landscape Emerges

omidbasir- Netflix is actively enhancing its portfolio of live sports, investing approximately £4 billion ($5 billion) in WWE and also streaming notable boxing matches. Following Paramount’s acquisition of Champions League rights in the United Kingdom for a reported £1 billion ($1.3 billion), Netflix is anticipated to compete with Sky and TNT for domestic Premier League contracts, as reported by The Times.

Additionally, the streaming giant is poised to challenge NBC for the American rights to the English Premier League. The current domestic broadcasting agreements are set to expire in 2029, while NBC’s deal concludes a year earlier, valued at $2 billion (£1.5 billion)—the largest overseas contract for the Premier League. Bidding for the next set of rights packages is expected to commence within the year.

A source informed The Times, “The key takeaway for football—both for European and domestic leagues—is that Netflix has signaled, for the first time, its interest in acquiring broadcasting rights. Coupled with Paramount entering this space, it bodes well for the sport, as it will foster increased competition for these rights. The Premier League remains the most sought-after domestic league globally, making it an appealing target for both Netflix and Paramount.”

Recently, UEFA expressed its openness to the entry of platforms like Netflix and Disney into the broadcasting arena. UEFA President Aleksander Ceferin emphasized the organization’s commitment to innovation in media rights at the European Football Clubs General Assembly in October, stating, “Through this joint venture, the game will progress. With [marketing agency] Relevent as our partner, we are assembling a formidable team to realize this vision. Together, we aim to create something exceptional and ambitious—to deliver the most engaging and innovative football experience. Our goal is to expand revenue streams, cultivate new fans, and enhance engagement with diverse audiences amid a rapidly evolving media landscape. By leveraging digital platforms, we will bring the game closer to everyone, ensuring that we fortify our clubs and maintain European football’s premier status.”

Historically, Netflix has experienced some success in streaming live sports, notably attracting 65 million viewers for the Jake Paul vs. Mike Tyson boxing match in 2024. The company has secured rights for the Women’s World Cup in 2027 and 2031 in the United States; however, whether they can acquire rights for men’s football remains uncertain.