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The NFL plans to hold talks with non-traditional media companies to potentially sell them the rights to a live game, NFL Media chief Hans Schroeder told CNBC Sport on Friday. “We have other people that are both partners in a smaller sense — maybe not a full package — or people that still are in the media landscape somewhere that would like to be an NFL live game partner,” Schroeder said in an interview from Radio Row ahead of Super Bowl LX in San Francisco. “We’re going to have those conversations,” he added. “We want to understand all our options and how to think about the best model for us, for our fans, for our teams going forward. So to your question, you know, we’re going to listen and probably have a lot of different people that want to have a conversation with us. That’s very fortunate. We say that humbly, and we’re going to make sure we have those conversations to understand.” Schroeder didn’t offer details on which companies could be interested in buying a live game. The NFL sold a week one game to YouTube last season for about $100 million — a one-off strategy that it could replicate with other digital platforms. The societal-wide shift to streaming has made digital a comparable rival to broadcast TV, which has long been the league’s preferred distribution strategy due to its reach. “Now you see these big digital platforms that can reach broadcast level audiences,” Schroeder said. “That just creates more optionality.” Get the CNBC Sport newsletter directly to your inbox The CNBC Sport newsletter with Alex Sherman brings you the biggest news and exclusive interviews from the worlds of sports business and media, delivered weekly to your inbox. Subscribe here to get access today. The NFL and its traditional…

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Filed under: News - @ February 6, 2026 9:26 pm