Netflix Takes 5 NFL Games Through 2029 With New Thanksgiving Eve and Australia Slots
Netflix expanded its NFL rights from three to five games per season on May 13, with the deal running through the 2029 season. The new package adds a Week 1 game in Australia (49ers vs. Rams), a brand-new Thanksgiving Eve matchup (Packers vs. Rams), the existing Christmas Day doubleheader, a Week 18 playoff-implications game, and the NFL Honors show during Super Bowl week. All five broadcasts air globally. Two of the added games came from rights the NFL reacquired through its equity deal with ESPN and reallocated to Netflix. Netflix has consistently said it prefers a small number of premium live sports events over full-season packages.
THE BREAKDOWN
Netflix committing to the NFL through 2029 with five global broadcasts turns its sports programming from an experiment into a real destination for athlete brands and creator activations. For sports agents, a client competing in a Netflix-broadcast game now has a global audience window that changes the rate conversation with any apparel, auto, or CPG brand buying global media. The Thanksgiving Eve slot (Packers vs. Rams) is a brand-new programming window with no established advertiser rate history, meaning CPM pricing and sponsorship deals around that game are still being set. Any creator or athlete with a connection to either team should be identifying potential activations now, before those rates have a floor. The global broadcast scope also expands the geographic reach of any brand deal associated with a Netflix NFL game beyond domestic-only campaigns.
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