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      N.F.L. Signs Media Deals Worth Over $100 Billion

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      The new deals with broadcasters and streaming services pave the way for team owners to add a 17th regular season game to the schedule and to recoup revenue lost with reduced fan attendance in 2020.The N.F.L. signed new media rights agreements with CBS, NBC, Fox, ESPN and Amazon collectively worth about $110 billion over 11 years, nearly doubling the value of its previous contracts.The contracts, which will take effect in 2023 and run through the 2033 season, will cement the N.F.L.’s status as the country’s most lucrative sports league. They will also set the stage for the league’s owners to make good on plans to expand the regular season to include a 17th game and charge more for broadcasting rights.The league’s soaring revenues will aid far-reaching plans for the next decade, a period when team owners hope to expand the N.F.L.’s already robust calendar, make deeper inroads into overseas markets and increase the football audience via streaming services. The N.F.L. is poised to more than recoup the roughly $4 billion in losses wrought by not having maximum capacity attendance at games in 2020.“Along with our recently completed labor agreement with the N.F.L.P.A., these distribution agreements bring an unprecedented era of stability to the League and will permit us to continue to grow and improve our game,” Commissioner Roger Goodell said in a statement.According to four people familiar with the agreements who requested anonymity because they were not authorized by the N.F.L. to speak publicly about the deals, CBS, Fox and NBC will pay more than $2 billion each to hold onto their slots, with NBC paying slightly less than CBS and Fox. ESPN will pay about $2.7 billion a year to continue airing Monday Night Football, but also to be added into the rotation to broadcast the Super Bowl beginning in 2026. The agreement with ESPN starts one year earlier, in 2022, because its current contract expires one year earlier than the others.Each of the broadcasters’ deals include agreements for their respective streaming platforms, while Amazon will show Thursday night games on its Amazon Prime Video service.“Over the last five years, we started the migration to streaming. Our fans want this option, and the league understands that streaming is the future,” said Robert K. Kraft, owner of the New England Patriots and chairman of the N.F.L.’s media committee.The N.F.L. has not yet announced who will broadcast Sunday Ticket, a subscription service that lets fans watch out-of-market weekend games that are not broadcast nationally. DirecTV has the rights to that service through 2022.The jump in revenue will not initially change the fortunes of players, who are locked into a 10-year collective bargaining agreement narrowly ratified in March 2020. Under the terms of that labor deal, players will see a bump in their share of the N.F.L.’s revenue, up to 48.5 percent from 47, while team owners negotiated the option to add a 17th game to the regular season schedule in 2021, something players had long opposed.It will be the first major expansion to the N.F.L. season in more than four decades, when teams began playing 16 games, up from 14, in 1978.Player salaries in the next few years will rise moderately because most media agreements are graduated, with the first year of a new deal worth only marginally more than the last year of an expiring deal. N.F.L. team owners are expected to formally approve the additional game at their annual meeting in late March, when there is likely to be little dissent. Once the additional game is approved, players and team owners will work out the calendar logistics, which could include eliminating one of the four preseason games teams are required to play and adding a second bye week to each of the 32 team schedules.Many other competitive issues will also have to be resolved, as extending the regular season by one game could also affect other fixtures in the N.F.L. calendar that were adjusted last season because of the coronavirus pandemic. The owners voted on Dec. 16 to make the extra game an interconference matchup so as to not affect playoff tiebreakers. But still unresolved are the timing of off-season workouts, the start dates of training camps and the regular season’s start and end dates.The league was able to fully complete its 2020 season on schedule in part because it worked hand-in-hand with the N.F.L. Players Association to hammer out Covid-19 protocols and a raft of other rules.The union’s executive director, DeMaurice Smith, has said that no decision would be made “without an eye to what we’ve learned this year.” “March and April of 2021 is not going to look like March and April of 2018 and 2019,” he added.The labor deal also included an expanded playoff format, with an extra team added in each conference, more limited training camps and a relaxation of the rules governing the use of marijuana.Many players initially balked at the idea of a longer regular season, which they said increased their chances of injury. But the team owners were eager to expand the regular season as a way to entice the league’s national television partners to pay more for broadcast rights.All of the N.F.L.’s national media agreements — which together have an average annual value of nearly $8 billion — were set to expire over the next two years. ESPN’s deal to show Monday night games was scheduled to end after the 2021 season, while agreements with CBS, Fox, NBC, DirecTV, Verizon and Amazon were in place through the 2022 season.Before the coronavirus pandemic, many television and digital media executives said the N.F.L. had the upper hand in negotiating major increases in rights fees because the league had a long-term labor deal in place and because its programming took less of a ratings hit than other broadcasts of U.S.-based sports during the pandemic. Ratings for regular season football fell just 7 percent, compared to 20 percent for prime time broadcast television and even larger declines for other marquee sports events like the Masters, the N.B.A. finals and the Stanley Cup finals.N.F.L. games are also the most watched programming on television by far, making up 76 of the 100 most watched television programs in 2020.Other leagues have also signed new agreements with big increases during the pandemic. The Southeastern Conference received nearly a sixfold increase in money for its marquee college football games, while the N.H.L. will almost assuredly see its media payments double when it finishes selling its rights. More

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      Super Bowl Ratings Hit a 15-Year Low. It Still Outperformed Everything Else.

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      AdvertisementContinue reading the main storySupported byContinue reading the main storySuper Bowl Ratings Hit a 15-Year Low. It Still Outperformed Everything Else.The game between two marquee quarterbacks was not competitive. Still, the Super Bowl is expected to be the most watched television program this year.Television viewership for the Super Bowl was down 9 percent compared with last year.Credit…Chang W. Lee/The New York TimesFeb. 9, 2021Updated 4:20 p.m. ETSunday’s Super Bowl was watched by just 91.6 million people on CBS, the lowest number of viewers for the game on traditional broadcast television since 2006. A total of 96.4 million people watched when other platforms — like the CBS All Access streaming service and mobile phone apps — were counted, the lowest number of total viewers since 2007.Still, the Super Bowl will surely be the most watched television program of 2021, and the N.F.L. is expected to see a huge increase in television rights fees when it signs several new television distribution agreements over the next year.After peaking at 114 million television viewers in 2015, television ratings for the Super Bowl have declined in five of the past six years. The 9 percent decline in television viewership from last year’s Super Bowl is roughly in line with season-long trends. N.F.L. games this season were watched by 7 percent fewer people than the season before.Many of the necessary ingredients for a bonanza Super Bowl were present. The game featured an intriguing matchup between the two most popular quarterbacks in football, Tom Brady of the Tampa Bay Buccaneers and Patrick Mahomes of the Kansas City Chiefs. The weather Sunday was freezing across much of the country, which traditionally drives people inside to be entertained by their televisions. But the game itself failed to deliver, all but ending by the third quarter when the Buccaneers led, 31-9, with no fourth-quarter scoring or hint of a competitive game. Viewership is measured as the average of the audience watching at each minute of the game; the longer a game is competitive and viewers stay tuned in, the better.The hype and marketing machine surrounding the game was also changed by the coronavirus pandemic. The N.F.L. credentialed about 4,000 fewer media members for the Super Bowl compared with last year, meaning fans saw less media live from the Super Bowl ahead of the game. Fans were discouraged from gathering for parties, and instead of staying home and watching alone, it seems many just did something else. Just 38 percent of all households with a television were tuned to the game, the lowest percentage since 1969, according to Nielsen.The N.F.L. joins almost every other sport in seeing viewership declines over the past year. The pandemic shut down the sporting world for months in the spring, and when games resumed they frequently lacked energy with few or no fans in the stands. Games were often played on unusual days or at unusual times, disrupting the traditional sports viewership calendar.Viewership for the N.B.A. finals was down 49 percent and for the Stanley Cup finals was down 61 percent. It is not just sports. Compared to this time last year, viewership of all broadcast television — CBS, NBC, ABC and Fox — is down 20 percent during prime time. In that context, a 7 percent season drop and a 9 percent Super Bowl drop is a comparatively decent showing for the N.F.L.Importantly, it also won’t slow down the N.F.L.’s march toward lucrative new television contracts. All indications — including deals made by other leagues and the competitive demand among networks and streaming services — suggest that the league will sign new agreements over the next year with a significant increase in average annual value.Even in a world of fractured viewership that is quickly moving toward streaming, the N.F.L. remains king. Of the 100 most viewed television programs in 2020, 76 were N.F.L. games, according to Mike Mulvihill, an executive at Fox Sports. And while the 38 percent of households tuned to the game was a modern day low for the Super Bowl, the last time that number was beat by anything other than an N.F.L. game was the 1994 Winter Olympics, according to the website Sports Media Watch, when the figure skaters Nancy Kerrigan and Tonya Harding competed amid the scandal of Harding’s involvement in an attack on Kerrigan.The N.F.L. could become the king of streaming, too. According to CBS the Super Bowl averaged 5.7 million viewers streaming the game, 68 percent more than last year.AdvertisementContinue reading the main story More

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      Staging the Super Bowl During a Big Crisis

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      #masthead-section-label, #masthead-bar-one { display: none }Super Bowl 2021Chiefs Fans’ Generational DivideReconsidering Tom BradySuper Bowl Party TipsThe N.F.L.’s ‘First’ Women Want CompanyAdvertisementContinue reading the main storySupported byContinue reading the main storyStaging the Big Game During a Big CrisisWith the whole world watching, the N.F.L. and CBS face the challenge of presenting a uniquely American spectacle in a time of misery.On Tampa’s Riverwalk, the festivities surrounding Super Bowl LV were tempered by reminders of the coronavirus pandemic.Credit…Eve Edelheit for The New York TimesFeb. 4, 2021Updated 4:21 p.m. ETSince the last Super Bowl 12 months ago, a pandemic has killed at least two million people around the world, including about 450,000 Americans. January was the deadliest month, and last week roughly one American died every 30 seconds from Covid-19.The toll will grow through the Super Bowl on Sunday — during the big plays, among the slow-motion replays, amid the commercials, while the national anthem is sung and the halftime show is performed.That alone makes Super Bowl LV different than the 54 that have come before it. And it presents a unique challenge for the N.F.L. and its broadcast partner this year, CBS Sports.The practical question is no longer if they should play Super Bowl LV — it is the last of 269 N.F.L. games this season — but how to play it, and how it will be presented.Players will certainly hit, run and tackle as usual. But will the game be packaged as the usual spectacle of violence, commercialism and bombast? Should it be?“We’re trying to strike that right tone and be reflective on the year that has been while also providing a bit of hope for, you know, what’s on the other side,” said Peter O’Reilly, N.F.L. executive vice president of events, including the Super Bowl. “A lot goes into that.”The league promises a blend of cold reality and championship football. There may be a softer touch and more reflection, especially during the pregame programming.“The role of the broadcast is to certainly acknowledge the landscape around it, what’s happening around it, and then let’s get on with the game,” said Jim Bell, a former longtime executive producer at NBC for the Olympics and the Today show. “We’re hopefully all going to get a nice three-and-a-half-hour rest from Covid and politics, which I think we can all use.”The Super Bowl is the most American of sports events, beamed around the world, a proxy for how the United States sees itself, culturally. It is perennially the most-watched television broadcast in the United States, with an audience of about 100 million in the country last year, plus an estimated global audience of at least 50 million more.People in the United States and around the world will gauge the American state of affairs by what they see during Sunday’s broadcast.The past year, especially, has been one of political upheaval and sharp battles over race and social justice, on top of the pandemic.The United States has not responded well to the coronavirus outbreak since it was declared a pandemic almost 11 months ago — faltering perhaps more than any other major country with such vast resources for problem solving. It has about 5 percent of the world’s population, but nearly 20 percent of its reported Covid fatalities. Tens of thousands more are likely to die in the coming weeks, whatever the progress of the vaccine rollout.Some may consider it reckless to play such a game during a pandemic, to hold a potential super-spreader event at a football stadium in Tampa, Fla. — even one with a limited audience, adhering to social distancing and health protocols. It may encourage gatherings around the country and, at best, serve as a frivolous example of American priorities.Others might see the game as a source of inspiration, healing and unity.The divide might depend on how the game is presented by the N.F.L. and CBS. Viewers will certainly judge the social distancing, the mask wearing, the images on the screen and the words of the announcers — all parsed and debated in real time, thanks to social media.“It’s hard with social media and everybody waiting for someone to make a mistake, or be like, ‘All I wanted to do was get away from Covid for two minutes,’” Bell said, adding: “That can be a pretty nasty place to have your head space while you’re trying to produce the single-biggest event on the planet.”Not everyone will be happy with the results.A healthcare worker assisted a patient at a coronavirus testing site in Phoenix last month. As the Super Bowl approached, Americans were dying of Covid-19 at a rate of more than one every minute.Credit…Adriana Zehbrauskas for The New York Times“I can only really, in some ways, applaud them in the challenge that they clearly have taken on,” said Patrick Nally, a British sports-marketing executive with deep experience in the Olympics, soccer and an array of other major sports. “At the same time, I hope that they see the need to be as responsible as they must be, and present it in a manner that really reflects the tragedy that we’re all facing.”The game represents an odd chance for an American makeover — a new year, a new administration, a new outlook. It will be a 2021 America packaged and broadcast to the world. While the N.F.L. has a chance to look really good, or really bad, in ways never imagined before, Americans may be judged right along with the league.“In many ways, they are torch-carrying for the United States as a nation,” Nally said. “If ever there was an opportunity to present, to comment, in the right, responsible manner, this is the chance of doing it.”In Mourning, or In Vegas? Other sports leagues have had a chance to address the toll of the pandemic in recent months, though not with an audience this vast or a single game this orchestrated.The issue will confront the postponed Summer Olympics in Tokyo, which were rescheduled for this July and August. Next year’s Winter Olympics in Beijing will be closely watched, to see how the Chinese spin their role in the pandemic.The question of navigating something as frivolous-seeming as sports amid an ongoing crisis is not new, though there are no true historical parallels. Wartime might be the closest thing.During World War II, the Olympics were called off, but the N.F.L. and Major League Baseball conducted seasons and championships despite some players’ being pulled into duty. The N.F.L. finished its regular season on Dec. 7, 1941, the day of the Pearl Harbor bombing, and held playoff games a week later, as scheduled.There have been occasional examples of singular events that rocked the sports landscape, like terrorism at the 1972 Summer Olympics in Munich and at the 1996 Summer Olympics in Atlanta, or the deadly earthquake that interrupted the 1989 World Series. After the attacks of Sept. 11, 2001, the N.F.L. took the next weekend off and baseball paused for six days.“After 9/11, I spent the next four days talking to everybody, including the president of the United States, about when we should come back and what’s healthy and what’s productive,” said Bud Selig, the Major League Baseball commissioner at the time. “In our own little way I do think that we helped.”Selig acknowledged that the era and circumstances are different now. Twenty years ago, Americans generally rallied together in a show of patriotism. The country today feels far more divided, even on matters of Covid protocols.“It is very sensitive, and you have to be extremely careful,” Selig said of the N.F.L. “But they’re smart, and they know what they have to do.”When the New York Mets played their first home game after the attacks, Mayor Rudy Giuliani got a rousing ovation, and Liza Minnelli danced and sang “New York, New York” during the seventh-inning stretch.“Are we in mourning, or Las Vegas?” The New York Times columnist Harvey Araton asked.That is the type of question the N.F.L. will ask itself on Sunday, as it searches for balance in a game that usually has no such restraints on pageantry, volume or tone.Is this year’s Super Bowl mere entertainment, a diversion from the ongoing horror? Does it reflect our losses and our past failings? Or does it signal a new tone and even recalibrate the way we move forward?“I think America needs this Super Bowl,” said Sean McManus, the chairman of CBS Sports. “I think it’s an opportunity for the country to come together. I think it’s going to be uplifting. I think it’s going to be unifying. And I think it’s coming at the right time.”The game promises unique touches. Raymond James Stadium will have only about 25,000 spectators, roughly a third of its capacity, because of distancing mandates. That will make it the least-attended Super Bowl in history.The N.F.L. has given 7,500 tickets to vaccinated health-care workers. All fans will be given KN-95 respirator masks as they enter, the league said, and seating has been devised for distancing. Gaps between fans will be filled with cardboard cutouts of people.Nurses at a vaccination site in Los Angeles late last month. Thousands of health-care workers received tickets to the Super Bowl in Tampa.Credit…Ryan Young for The New York TimesIf there is an unusually somber mood, it will be most obvious in the pregame. A nurse, a teacher and a Marine veteran will serve as honorary captains for the coin toss, and the poet Amanda Gorman, fresh from her star turn at the presidential inauguration, will recite an original poem. (The N.F.L. said she was invited before her appearance at the inaugural.) A video featuring Vince Lombardi, the Hall of Fame coach of the Green Bay Packers in the 1960s, will lead into a performance of “America the Beautiful,” the league said.“You’ll see that tone in the pregame and in the pieces that are in-stadium and on air,” said O’Reilly, the N.F.L. vice president overseeing the Super Bowl. “And the moments that are always big and powerful around the Super Bowl will take on just a bit more significance this year.”Bell, the veteran producer who left NBC in 2019, said a key part of good sports broadcasts is “storytelling,” a model handed down from the likes of producers Roone Arledge and Dick Ebersol.“You may see it sprinkled into the telecast, as it relates to the players, coaches and teams,” Bell said. “I know those guys will do a fantastic job of finding the right balance and having the right tone between covering the game and telling the stories.”Protocols around Covid-19 have made it trickier than usual to prepare for the game broadcast, but they have created some unexpected opportunities. Camera platforms and wires were fitted into places where they could not normally have been, offering a chance for unusual angles.N.F.L. stadiums this season have had an extra buffer between the teams on the sidelines and fans in the seats, usually several empty rows of seats covered by a tarp. For the Super Bowl, the first seven rows will be wrapped in LED screens.“Are we going to get excited if Brady or Mahomes throws a 60-yard touchdown pass, or if Tyreek Hill goes crazy?” McManus said of quarterbacks Tom Brady (Buccaneers) and Patrick Mahomes (Chiefs). “We’re going to get excited. And we’re going to kind of forget our troubles for a while.”The bottom rows of seats, normally covered in tarps during the Super Bowl, will bear LED screens, providing an opportunity to promote certain messages.Credit…Mike Ehrmann/Getty ImagesHe added: “We’re not going to be somber, and we’re not going to be depressing. But I think we’re going to put everything in perspective.”The same is true for all those connecting themselves to the game, like television advertisers reportedly paying $5.5 million for 30 seconds of time. Some perennial participants, like Budweiser, have opted out of their usual slots, choosing social media as a more understated way to get pitches across.The question is whether the world at game’s end is any different. Maybe it will be a source of unity, a boost for American pride. Maybe if Kansas City Coach Andy Reid wears a mask, or Jim Nantz of CBS suggests that Americans get vaccinated, it could be a teaching moment. Might the production feel too political, or too preachy, or not enough of either?The only certainty on Sunday is that the death count from Covid-19 will rise, by the hundreds or thousands just in the United States, as millions watch a football game.How that game is received, and how America is reflected in the moment, is up to the N.F.L.“It puts them on a wonderful pedestal to present a very responsible and a very positive image of themselves and their organization,” said Nally, the global marketing expert. “Which under normal circumstances they would never have.”AdvertisementContinue reading the main story More