In a significant step for both sports broadcasting and digital streaming, the NFL announced that YouTube will exclusively stream the Friday night Week 1 game of the 2025 season from São Paulo, Brazil. The game will take place on September 5 at Corinthians Arena and will be available for free to a global audience on YouTube and YouTube TV. This marks the first time an NFL game will be live-streamed in its entirety for free on the platform, underscoring the league’s continued expansion into digital-first media partnerships.
Hans Schroeder, NFL executive vice president of media distribution, framed the agreement as a strategic extension of the league’s global ambitions and its existing relationship with YouTube. He pointed to YouTube’s vast reach and fan engagement as key drivers. YouTube has become a central hub for NFL content, with viewers spending more than 350 million hours watching official NFL videos last year alone. Mary Ellen Coe, chief business officer at YouTube, emphasized that the company will enhance the broadcast with an interactive experience that incorporates creators and digital storytelling, providing a viewing experience that leans into the unique culture of the platform.
The Los Angeles Chargers are confirmed as the designated team for the Brazil matchup, with their opponent set to be revealed on May 14 during the full release of the 2025 NFL schedule. The return to São Paulo builds on the NFL’s broader International Games strategy and highlights Brazil’s growing importance as a global football market. The league continues to look beyond the U.S. for growth opportunities, especially in regions where American football is gaining traction.
YouTube’s partnership with the NFL extends beyond this one event. The companies announced a multi-year agreement that includes annual Super Bowl Flag Football games featuring creators and musical artists, as well as additional international flag football content. Their first joint effort, the Super Bowl LIX Flag Football Game, drew over six million live views across various YouTube channels, showcasing the potential of merging digital creators with sports entertainment.
This deal also strengthens the NFL’s existing relationship with Google, which began in 2015 when the league launched its official YouTube channel. That channel has grown to more than 14 million subscribers and features highlights, behind-the-scenes content, and original programming. The 2023 season marked the beginning of a major shift when YouTube and YouTube TV became the exclusive U.S. distributors for NFL Sunday Ticket. That agreement, reportedly valued at more than $2 billion annually, gives fans access to all out-of-market Sunday games on CBS and FOX and reinforces YouTube’s ambitions as a central hub for live sports.
The NFL continues to dominate live television. During the 2024 season, 90 of the 100 most-watched broadcasts in the United States were NFL games, with the league retaining its place as the most valuable media property in all of sports and entertainment. This latest deal not only increases the NFL’s visibility on a global stage but also positions YouTube as a legitimate destination for premium, live sports content.
With this move, the NFL deepens its commitment to digital platforms while YouTube further establishes itself as a destination for live event programming. The free global stream of the 2025 Week 1 game represents a milestone in both the league’s international expansion and the continued convergence of sports and streaming.
