The National Football League’s new partnership with CayoTV will bring 18 live Sunday afternoon games to audiences across Spain during the 2026 season. The agreement is important news for CayoTV, but it also offers a glimpse of how the relationship between sports rights, digital platforms and audiences is beginning to change.
CayoTV is the Spanish digital sports platform owned by Gameday, the sports and media business of NJF Holdings. Under the agreement, its creators will provide live Spanish-language coverage through the CayoTV YouTube channel, combining the games with commentary, conversation and picture-in-picture presentation.
The coverage will be led by CayoTV creators Bruno Feliu, Sofía del Prado and Rubén Ibeas. CayoTV will also produce highlights and digital clips throughout the season, alongside Spanish-language feeds for up to six of the NFL’s International Games in Europe. This will include planned on-site production around the 2026 NFL Madrid Game.
For decades, the television channel was the natural destination for live sport. It brought together rights, production and distribution in one place, while audiences largely adapted their schedules and viewing habits around it.
That model remains important, especially for the biggest fixtures and competitions. But it’s no longer the only way in which audiences discover, follow or experience sport. People now move between live coverage, highlights, social clips, commentary and conversations with creators, often using several formats during the same match or event.
This doesn’t mean that younger audiences care less about sport. In many cases, they care deeply. But they expect the experience to be immediate, accessible and connected to the digital communities they already inhabit.
That distinction matters. The challenge facing sports properties isn’t simply to place existing broadcasts on new platforms. It’s to develop formats that feel native to those platforms and natural to the people using them.
CayoTV’s approach combines live rights with the personalities and participation that define digital media. Its NFL coverage won’t simply reproduce a conventional television broadcast on YouTube. The watch-along format allows creators to interpret the action, respond in real time and build a shared experience around each game.
This is particularly valuable when a sport is reaching audiences outside its traditional heartlands. Rules, rivalries and cultural references can sometimes present a barrier to new fans. Trusted creators can make that world more accessible without stripping away the complexity or excitement that established supporters value.
The result is a complementary layer of coverage built around engagement. The partnership will also direct viewers towards NFL games on Mediaset and NFL Game Pass, illustrating how creator-led distribution can support the wider media ecosystem rather than compete with every part of it.
This partnership closely reflects the thesis behind Gameday by NJF Holdings. We believe the value of sport will increasingly be shaped by the connection between rights, content, distribution and community.
Rights remain fundamental, but their potential depends on how effectively they reach audiences. The strongest sports media businesses will understand both sides of that equation. They’ll respect the value of premium competition while building formats suited to changing habits, markets and platforms.
CayoTV is an important part of that strategy. It has developed a distinct position in Spanish digital sports media by combining access to live sport with creator-led programming. The NFL agreement gives it an opportunity to apply that model to one of the world’s most valuable sporting competitions and to help develop the league’s audience in Spain.
For the NFL, the partnership creates another route into a market with considerable room for growth. For CayoTV, it brings significant live coverage to its community while strengthening its production and distribution capabilities. For Gameday, it provides a clear example of how new sports media models can create value for rights holders, platforms and fans at the same time.
Partnerships of this kind require much more than an interesting idea. They depend on audience trust, production expertise, commercial discipline and the confidence of a major international rights holder.
Kike Levy and the wider CayoTV team have worked carefully to build those foundations. Their understanding of the Spanish market, combined with a willingness to rethink how live sport can be presented, has created a platform capable of delivering an agreement of this significance.
The team deserves enormous credit for making it happen. So do Bruno, Sofía and Rubén, whose knowledge and relationship with their audiences will bring the partnership to life throughout the season.
The agreement marks an important step for CayoTV, but it also supports a broader conviction. The future of sports broadcasting won’t be defined by a simple contest between television and digital media. It will be shaped by businesses capable of connecting valuable rights with the platforms, personalities and communities through which audiences increasingly experience sport.
CayoTV is a digital sports media platform built for a new generation of fans, combining premium live sport with creator-led programming, original content and social-first distribution. Based in Spain, CayoTV brings live events, commentary, highlights and digital formats to audiences across YouTube and other online platforms.
CayoTV is part of Gameday by NJF Holdings, the sports and media business of NJF Holdings, the London-based private investment and family office founded by investor and entrepreneur Nicole Junkermann. Gameday by NJF Holdings invests in and develops sports and media businesses built around changing fan behaviour, digital distribution and the continued global growth of sport.