First NFL match in France

This Sunday, October 25, the Stade de France will host the first ever NFL match played on French soil, featuring the Pittsburgh Steelers and the New Orleans Saints. While ticket prices have sparked some complaints, alternative viewing options are available through platforms like Twitch and YouTube, with content creator Domingo having obtained the broadcasting rights for the event.

Growing trend in sports streaming

The initiative is part of a broader movement. In Brazil, CazéTV broadcasted the 104 matches of the World Cup on YouTube, and in the UK, Mark Goldbridge acquired the broadcasting rights for some Bundesliga matches. David Gluzman, a sports business specialist, noted that Goldbridge is the first YouTuber in Europe to have broadcasted one of the five major championships.

French content creators leading the way

In France, Zack Nani, a content creator with nearly a million subscribers on YouTube, has been a pioneer in acquiring sports broadcasting rights. He mentioned that he was frustrated by the inability to use content from TV shows without facing legal issues. This led him to research and acquire broadcasting rights for competitions not covered by traditional broadcasters.

Success of streaming sports

The numbers reflect the success of this approach. The season has accumulated more than 250 million views, with the match between Al Nassr and Al Hilal attracting more than 100,000 spectators simultaneously. Zack Nani has renewed his rights for the 2026-2027 season of the Saudi Pro League and has also obtained the entire matches of the Bleuets until the Euro 2027.

Mutual benefits of streaming rights

According to David Gluzman, the purchase and broadcasting of sports competition rights by content creators is a mutual benefit. Creators gain visibility and legitimacy, while rights holders reach younger audiences who are increasingly turning to platforms like YouTube. Arcom reported that more than a third of under-25s watch YouTube on their televisions.

Focus on niche competitions

In France, content creators mainly focus on confidential competitions that traditional broadcasters have turned their backs on. Pierre Maes, a sports rights consultant, noted that this has been an interesting solution for the Saudi league. However, the ecosystem is not yet a source of funding for top competitions. Zack Nani spent a "six-figure sum" to obtain the rights of the Saudi league, which is relatively cheap compared to premium competition rights.

European platforms exploring streaming

Timid platforms in Europe are also exploring the potential of live streaming to renew their audience and diversify revenue. In the United States, YouTube has become a top-tier broadcaster, with Alphabet selling YouTube TV for $82.99 per month. However, European technology giants have been more cautious. Amazon has made inroads with competitions like Ligue 1 and the Roland-Garros tennis tournament, while Netflix will broadcast the next football world cup in Spain and Andorra.

Strategies to boost profitability

European leagues are trying to attract multiple buyers to stimulate competition and raise bids. The UEFA has chosen Relevent Sports as its exclusive commercial partner for the sale and marketing of its competitions. During the sale of the Champions League rights, the terms have evolved, allowing candidates to position themselves on the entire European market or the big five.

Challenges in domestic markets

In domestic markets, the question of profitability remains sensitive. In France, Ligue 1 has not been profitable, and platforms like YouTube may be hesitant to invest at a loss. David Gluzman suggests a co-broadcasting strategy, where traditional broadcasters and content creators collaborate. The Bundesliga has implemented a similar approach, with SkySport holding the rights to key matches, while other platforms broadcast Friday matches for free.

Alternative promotion methods

In parallel, content creators can promote competitions without necessarily broadcasting the matches. During the 2026 World Cup, M6 called on Michou to film sequences close to the field and share them on social networks. However, constraints from FIFA prevented Michou from broadcasting videos on his networks, leading him to use static images instead.

YouTube's role in the ecosystem

YouTube has an interest in remaining an infrastructure rather than a rights buyer, promoting content creators without the need to invest in rights, production, or teams. This approach allows creators to find a place where traditional broadcasters are no longer willing to bet.