The NFL media rights renegotiations 2026 could reshape the future of sports broadcasting in the United States. Commissioner Roger Goodell revealed in an exclusive interview that the league may begin discussions with its broadcast and streaming partners as early as next year, well before the current deals expire.
The possibility of early renegotiations has sent waves across the sports and media industries, as the NFL’s dominance on television and streaming platforms makes it the most valuable property in live entertainment. With rival leagues like the NBA and NHL securing lucrative new deals, the NFL believes it may be “leaving money on the table” under its existing agreements.
The current state of NFL media deals
In 2021, the NFL struck an 11-year, $111 billion media rights deal, the largest in sports history. The contracts secured broadcast rights across several major players:
- Disney (ESPN/ABC)
- Comcast’s NBCUniversal
- Paramount’s CBS
- Amazon Prime Video
- Fox Sports
This deal runs through the 2029-30 season, with an opt-out clause available to the league after that season — except for Disney, which has an additional year of rights.
These partnerships ensured NFL games would remain widely accessible across broadcast television while also expanding into streaming, particularly with Amazon’s exclusive rights to Thursday Night Football.
But in just a few years, the sports media landscape has shifted dramatically. The rise of new bidders like Netflix and YouTube, coupled with escalating revenues from NBA and NHL rights, has sparked debate within the NFL about whether it can secure a larger slice of the pie sooner than expected.
Why the NFL wants to renegotiate early
Commissioner Goodell has made it clear: the league doesn’t want to wait until 2029 or 2030 to maximize its revenue potential.
“I think our partners would want to sit down and talk to us at any time, and we continue to dialogue with them. I like that opportunity,” Goodell said. “Obviously it’s not going to happen this year. But it could happen as early as next year.”
Several factors are driving this urgency:
- Competitor benchmarks – The NBA and NHL have recently negotiated deals that significantly boosted their revenues. By comparison, the NFL believes its own deals undervalue its unmatched dominance in live TV ratings.
- Flexibility in a changing market – Goodell highlighted the rapidly evolving media environment, stressing the need for options that let the NFL pivot quickly if new players enter the space.
- Securing long-term stability – Renegotiating early could provide media partners with extended control over NFL content, ensuring stability for years to come.
- Revenue growth for teams and players – More money from rights fees would expand the NFL’s salary cap, increasing spending power for teams and boosting player earnings.
NFL dominance in television ratings
The NFL’s leverage in these negotiations is undeniable. According to Nielsen data:
- 72 of the top 100 U.S. television broadcasts in 2024 were NFL games.
- In 2023, the dominance was even greater, with 93 of the top 100 programs being NFL broadcasts.
No other entertainment product — scripted or live — comes close to this level of audience capture. Advertisers, networks, and streaming platforms recognize that NFL programming is essentially DVR-proof, as fans watch games live and consume the commercials in real time.
This makes the league the single most valuable property for networks looking to secure advertising revenue and subscriber loyalty.
Challenges to early renegotiations
While Goodell is optimistic about beginning NFL media rights renegotiations 2026, there are hurdles that could delay the process.
1. ESPN stake acquisition
The NFL has a pending agreement to acquire a 10% stake in ESPN, Disney’s flagship sports network. Renegotiating broadcast rights while that deal is unresolved could create conflicts of interest, complicating discussions.
2. Expansion of the regular season
The league has explored the possibility of adding an 18th regular-season week. Such a change would have significant implications for scheduling and revenue distribution. However, it would require approval from the NFL Players Association, which currently lacks a permanent leader.
3. Regulatory considerations
Accelerating negotiations could trigger regulatory concerns, especially if existing contracts are bypassed or heavily altered. Partners would need to unanimously agree to open discussions early.
Potential new players: YouTube and Netflix
One of the most intriguing aspects of future negotiations is the possibility of new media entrants.
- YouTube: Already streaming select NFL games, including a Week 1 matchup this season, and operating the NFL Sunday Ticket package. Its infrastructure and reach make it a serious contender for more rights.
- Netflix: Entered the NFL space with a Christmas Day doubleheader in 2024 and has two more games lined up this season. With its global subscriber base, Netflix could look to expand its live sports offerings.
If renegotiations happen early, the NFL may look to introduce these platforms as either supplementary or primary partners, increasing competition and potentially driving up bidding prices.
Ripple effects on other sports leagues
A major renegotiation by the NFL could ripple across the entire sports media landscape.
- Major League Baseball (MLB): MLB plans to renegotiate its media rights after the 2028 season. If the NFL secures a massive increase in fees by 2026, media companies may be more cautious about committing big money to baseball. On the other hand, MLB could leverage NFL’s success as justification for higher fees.
- NBA and NHL: Having recently struck new deals, these leagues will watch closely to see if the NFL’s renegotiation strategy forces networks to prioritize football spending over other sports.
The NFL’s decision could therefore reshape not only its own financial structure but the broader ecosystem of professional sports broadcasting.
Impact on NFL teams and players
The financial stakes are enormous. Increased media rights revenue would directly affect:
- Salary cap expansion – Higher broadcast income means teams can spend more on players, fueling free agency and potentially leading to roster expansion.
- Franchise valuations – NFL team valuations are heavily tied to media rights deals. In 2025, the average team is worth $7.65 billion, an 18% increase from the previous year. New deals would likely accelerate that growth.
- Stability for owners – Long-term contracts would provide certainty in revenues, strengthening the financial foundation of franchises.
For players, the implications go beyond salaries. A stronger revenue base could also mean improved benefits, more investment in player safety, and enhanced league infrastructure.
Goodell’s strategic balancing act
Roger Goodell’s tenure as commissioner has been marked by both controversy and growth, but his ability to maximize media revenue has been a cornerstone of his leadership. The challenge now is striking a balance between:
- Moving quickly to capture rising market value.
- Avoiding conflicts with ongoing deals and regulatory oversight.
- Ensuring all stakeholders — owners, players, and fans — benefit from the changes.
His comments suggest the NFL is eager to be proactive rather than reactive, ensuring it remains the gold standard in live sports broadcasting.
What happens next?
If the NFL pursues media rights renegotiations in 2026, the timeline could unfold as follows:
- ESPN stake deal finalized (potentially in early 2026).
- Informal discussions with existing partners (Disney, NBC, CBS, Amazon, Fox) to gauge interest.
- Evaluation of bids from potential new entrants like YouTube and Netflix.
- Formal negotiations to restructure contracts before the 2029-30 opt-out date.
The outcome could redefine the way fans watch NFL games, whether through traditional networks, streaming platforms, or a hybrid model.
One certainty remains: the demand for NFL content is unmatched, and whichever companies secure rights will pay handsomely for the privilege.
Source: CNBC
