The NFL is making a thunderous return to free-to-air television in the United Kingdom, and fans on both sides of the Atlantic are abuzz. For the first time in two decades, Channel 5 will bring live, weekly NFL action to UK living rooms, thanks to a landmark multi-year partnership between Paramount UK, the NFL, and CBS Sports. Announced on August 28, 2025, this deal marks a significant expansion of the league’s visibility and accessibility, promising to transform Sunday evenings for British sports enthusiasts and families alike.
Starting with the 2025-26 season, Channel 5 will air two NFL games every Sunday evening. The first kicks off at 6 pm on Channel 5’s main network, while the second game follows at 9 pm on 5ACTION, which will be rebranded as 5NFL for game nights. Both fixtures are not only free-to-air but will also be available via live streaming, ensuring no fan is left behind. The deal doesn’t stop at regular season matchups; it also includes the Super Bowl, three playoff games, the ever-popular Thanksgiving Day specials, and the highly anticipated NFL international games in London and Dublin. That’s a feast of football—and it’s all without a paywall.
This bold move comes as the NFL sets its sights on growing its UK fanbase. Gerrit Meier, Managing Director and Head of NFL International, called the partnership “a significant step in bringing more NFL coverage on a weekly basis to the UK than ever before.” He emphasized, “The NFL brings people together, through both a sport and entertainment lens, and the live game coverage and ‘NFL: Big Game Night’ format will engage fans and invite newcomers to enjoy the sport as we look to continue to grow fandom in the UK.”
Channel 5’s Chief Content Officer, Ben Frow, echoed that excitement: “5 continues to grow its sport offering and this partnership with the NFL represents a real step forward, bringing fans and families live games in primetime, all completely free-to-air. ‘NFL: Big Game Night’ is a bold new format that brings the thrill of live sport together with the fun of play-along entertainment.”
So, what exactly is ‘NFL: Big Game Night’? The new entertainment-driven format, produced in partnership with Hungry Bear Media, aims to make the NFL more accessible and engaging for a broader, family audience. The show, hosted by the ever-enthusiastic Dermot O’Leary and joined by Sam Quek and two-time Super Bowl winner Osi Umenyiora, will air before the 6 pm kickoff and during game breaks. In a purpose-built studio, two teams of UK friends and families will compete in a series of fast-paced games, representing the NFL teams playing that night. The catch? Teams can only score points when their chosen NFL team has possession of the ball. The winners will get a shot at a grand prize: a holiday to an NFL city in the United States. Talk about raising the stakes!
Dermot O’Leary can hardly contain his excitement: “I’m really excited about hosting Big Game Night – the show combines two of my big loves: entertainment television and American football. I think it will be a really fun, silly and brilliant way to watch the game so I hope people enjoy it.” Sam Quek is just as eager: “I can’t wait to kick off this new adventure with the NFL on 5! Sharing that excitement every Sunday night with Dermot and Osi is going to be brilliant. The mix of top-class sport and big entertainment is the perfect way for families, fans and newcomers to get involved. I’m so excited to get started.” Osi Umenyiora, who has become a familiar face for UK NFL fans, added, “The NFL is growing faster than ever in the UK and I’m thrilled to continue playing a part in that expansion by bringing it to a new home on 5. These shows will give returning fans the insight they love while introducing viewers to the excitement of the game. It’s incredible to see the NFL becoming a truly global sport and inspiring more fans than ever.”
At 9 pm, the second Sunday game on 5ACTION—now 5NFL—will be helmed by Sam Quek and Osi Umenyiora, joined each week by special guests for in-depth analysis, lively discussion, and plenty of football banter. The executive production team from Hungry Bear Media, including Dan Baldwin and Luke Shiach, promises a riotous blend of world-class sport and entertainment, designed to keep viewers hooked from kickoff to the final whistle.
The timing of these broadcasts is no accident. By scheduling games at 6 pm and 9 pm, Channel 5 hopes to overcome the perennial challenge of late-night NFL games in the UK, which have historically limited the league’s reach among younger viewers and families. Paramount’s strategy is clear: make the NFL as accessible as possible, capturing casual fans and die-hards alike. This approach complements the league’s ongoing relationships with pay-TV partner Sky Sports—which will continue to air marquee games and offer in-depth coverage for devoted fans—and streaming services like DAZN, Netflix, and YouTube, which are helping the NFL experiment with new ways to reach global audiences.
The 2025 NFL season is set to kick off on September 5, with the Dallas Cowboys taking on the reigning Super Bowl champions, the Philadelphia Eagles. That opening matchup alone is sure to draw a crowd, but the expanded Channel 5 coverage means fans won’t have to miss a moment of the season’s drama, from regular season showdowns to the spectacle of the Super Bowl.
And there’s more brewing behind the scenes. NFL UK general manager Henry Hodgson hinted that this Channel 5 deal is just the first of several new broadcast partnerships in the territory, promising even greater access and visibility for American football in the UK. “What we’re looking for is really, how do we reach as many people as possible on all the right platforms?” Hodgson explained. “Free-to-air is certainly one [major platform], pay TV is one. We look at some of the streaming platforms and what they’re doing now to get sports on board and bring some of their subscribers. We look at things like YouTube as a platform where you can reach a number of people, and, obviously, with some of the amazing creators that are on that platform as well.”
The NFL’s ambitions extend beyond broadcasting. The league recently signed a new sponsorship deal with luxury watchmaker Breitling, which will serve as the official timepiece partner and roll out special product lines for all 32 NFL teams. Breitling will activate its partnership at major events, including the Super Bowl and the international games in London and Dublin, adding a touch of Swiss precision to the NFL’s global brand.
With this new Channel 5 partnership, the NFL is doubling down on its commitment to growing the sport in the UK. By making games free-to-air, introducing innovative entertainment formats, and leveraging both traditional and digital platforms, the league is ensuring that American football becomes a fixture in British sporting culture. Will this be the season the UK truly falls in love with the NFL? One thing’s for sure: with more access, entertainment, and excitement than ever before, British fans are in for one heck of a ride.
