Netflix is preparing to make a significant play this holiday season. The company is actively engaging with broadcasters to find a production partner for the NFL games it will stream on Christmas Day. This initiative marks Netflix’s most substantial foray into live sports, aligning with their strategy to bolster their advertising tier.

Netflix has acquired the rights to broadcast two NFL games on Christmas Day this year, with additional matchups scheduled for 2025 and 2026. Unlike their previous deal with WWE for “Raw” events, which they categorized as “sports entertainment,” these NFL games represent their first venture into genuine live sports. However, Netflix is not planning to handle the entire production independently and is seeking a partner to manage the broadcast.

Netflix has reached out to existing NFL broadcasters, including Disney’s ESPN, Comcast’s NBCUniversal, and Paramount Global’s CBS Sports. Although Disney has declined due to college football commitments on the same day, discussions with other broadcasters are ongoing. Netflix faces some hurdles; CBS Sports and Fox already manage numerous games each week, which could make it challenging for them to take on additional games for Netflix. Additionally, Amazon’s partnership with NBCUniversal for “Thursday Night Football” might make other NFL partners reluctant to collaborate with Netflix.

Netflix’s search for a broadcast partner isn’t just about this year’s Christmas games. By looking for a collaborator now, they might be positioning themselves for a more permanent role in sports broadcasting. There’s speculation that Netflix is eyeing future media rights opportunities, potentially setting the stage to become a major player in sports media. The NFL’s current contracts allow for new media partners after the 2029-30 season, and Netflix seems eager to secure a strategic foothold in this competitive space.

As Netflix ventures into the world of live sports, the implications for the streaming service and the broader broadcasting landscape could be significant. This move may not only expand Netflix’s reach but also reshape how live sports are consumed in the digital age.