The NFL remains the king of American sports, especially in terms of media consumption.
After watching the NBA and NBC hammer out major media deals that frustrated the league, the NFL has negotiated its own. Negotiations are already underway with other media partners, and the two sides appear to be close to reaching a large-scale agreement.
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The NFL and CBS are reportedly closing in on a new deal worth more than $3 billion annually. That figure is nearly double the value of NBC’s current Sunday Night Football contract.
December 7, 2025; Paradise, Nevada, USA; Denver Broncos quarterback Bo Nix (10) with CBS sideline reporter AJ Ross after the game against the Las Vegas Raiders at Allegiant Stadium. Mandatory Credit: Kirby Lee-Imagn Images
NBC is not expected to lose on Sunday Night Football. The situation remains worth monitoring as the NFL continues to spark bidding wars across the media landscape. In recent years, both Amazon and Netflix have secured primetime and holiday airtime slots.
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CBS currently broadcasts Sunday afternoon NFL games with FOX and is paying about $2.1 billion annually under an existing contract.
February 9, 2026; San Francisco, California, USA; NFL Commissioner Roger Goodell speaks during the Super Bowl LX Host Committee Transition Press Conference at Moscone Center. Mandatory Credit: Kirby Lee-Imagn Images
One potential driving force behind the new deal is the NFL’s willingness to remove opt-out clauses from contracts. Doing so will guarantee CBS broadcasting rights until 2034.
The current contract includes an opt-out after the 2030 season. With NFL revenue and viewership growing higher than ever, signing a long-term deal appears to be a smart business move for CBS.
The agreement could also encourage NBC and other networks to pursue similar long-term partnerships with the league. Commissioner Roger Goodell said last year that he expected more contract renewals as early as 2026. Now the league appears to be living up to those expectations.
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