Netflix seeks a partner to produce its Christmas Day NFL games. Plus: The Big 12 discusses selling naming rights for the conference; Netflix continues to expand its live programming strategy with a Labor Day hot dog eating contest.
Netflix searching for NFL production partner
Netflix is reaching out to various NFL broadcasters to inquire about producing its Christmas Day doubleheader, CNBC reported Thursday. The streaming giant has reached out to Disney, Paramount and Comcast, though Disney is already reportedly out due to college football obligations. If the Christmas games are seen as an audition for a larger Netflix-NFL package, the other companies may be hesitant to agree to a partnership similar to the one Amazon forged with NBC in 2022 that saw the legacy broadcaster produce games for the streamer.
According to the report, in-depth discussions have not yet happened between Netflix and other broadcasters, so circumstances are fluid. Netflix paid a reported $150m for its Christmas doubleheader this year, and will also have at least one Christmas day game in 2025 and 2026. (CNBC, 6.13)
Big 12 and Allstate discuss naming rights
The Big 12 is reportedly in discussions with the insurance company Allstate to sell naming rights for the conference, per Brett McMurphy of The Action Network on Thursday. A deal could bring in an extra $30-50m for the conference to divvy up between its 16 members. The leading candidate for the conference’s new name is the “Allstate 12 Conference.” However, nothing is finalized, and other names are being considered.
Reports also surfaced Thursday that the Big 12 is mulling private equity investment with Luxembourg-based CVC Capital Partners. An investment could infuse the conference with up to $1 billion, though a deal is still far off. The Big 12 currently lags well behind the “Power-2” conferences in terms of media rights payouts, earning about $31.7m annually per member (compared to about $75m for the Big Ten). Any potential investment would have to pass muster with university presidents, who could see such a partnership as a bridge too far.
In addition to the Big 12, Conference USA, the American Athletic Conference, and the Mountain West are all reportedly considering a naming rights deal, multiple outlets reported Thursday. Conference USA is targeting life insurance company Globe Life, and is considering the names “Globe Life Conference USA” or “Globe Life Conference” for its new branding. No deals are imminent, though there is clearly mutual interest between brands and conferences for these types of arrangements. (Action Network, 6.13) (CBS Sports, 6.13) (Yahoo Sports, 6.13) (The Athletic, 6.13)
Chestnut and Kobayashi to face off on Netflix
Netflix will air a live hot dog eating competition between Joey Chestnut and Takeru Kobayashi this Labor Day, the streamer announced Wednesday. The announcement comes one day after Major League Eating disclosed that the 16-time champion Chestnut is banned from the annual Nathan’s Hot Dog Eating Contest on July 4th because of a sponsorship deal he made with a rival hot dog brand. Kobayashi, a six-time mustard belt champion himself, has not competed in the contest since his ban in 2010.
The event marks another step forward in Netflix’s live programming strategy. The streamer continues to create sport-adjacent live programming out of thin air, recently producing a Tom Brady “roast” among one-off tennis and golf competitions along with a highly anticipated bout between Mike Tyson and Jake Paul next month. Of course, Netflix has also made two high profile live rights acquisitions recently. One, a three-year deal with the NFL to air Christmas day games; another, with WWE for its Raw series. (The Athletic, 6.12)
