Netflix reaches multiyear bar-and-restaurant distribution deal for expanded NFL package
Netflix has signed a multiyear commercial distribution agreement with EverPass Media to deliver its expanded NFL package to bars and restaurants. The move positions Netflix alongside traditional sports broadcasters in out-of-home venues, a growing measurement category for Nielsen.
Netflix has signed a multiyear commercial distribution agreement with EverPass Media to deliver its expanded NFL games package to bars and restaurants across the United States, per Front Office Sports.
EverPass Media, which previously distributed Netflix's NFL Christmas Day games and live boxing matches, will handle placement and logistics for Netflix's NFL content in commercial establishments. DirecTV for Business will market, sell, and distribute Netflix's NFL games alongside other sports content available through EverPass, according to Front Office Sports.
Netflix's expanded NFL slate includes a Week 1 game from Australia between the 49ers and Rams, the league's first-ever Thanksgiving Eve game, two additional games on Christmas Day, a critical Week 18 matchup with playoff implications, and the NFL Honors awards program, per the outlet's reporting.
Out-of-home viewership has become a key metric for broadcasters following Nielsen's inclusion of bar-and-restaurant audiences, with the measurement proving particularly impactful during the recent FIFA men's World Cup. Front Office Sports reports that out-of-home viewership is slated to be a key factor during the 2026 NFL season.
EverPass is currently being acquired by London-based DAZN, with the deal expected to close after receiving necessary regulatory approvals, according to Front Office Sports. EverPass will ultimately rebrand itself to DAZN for Business as part of the acquisition. Amazon has a separate commercial sports distribution pact in place with EverPass, per the outlet. The NFL's 32 Equity arm and RedBird Capital Partners originally formed EverPass in 2023.
Netflix signed a multiyear agreement with EverPass Media to distribute its NFL games to commercial establishments including bars and restaurants across the United States.
Netflix's commercial distribution strategy mirrors its approach to out-of-home measurement becoming Nielsen-official. The effectiveness of that bet hinges on whether foot traffic to bars and restaurants during NFL games grows and whether those out-of-home viewers translate to advertiser value as the streaming era reshapes sports rights pricing.
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