NFL has turned Christmas into its new strategic stage. What began in 2024 as an experiment with a doubleheader on Netflix ended as an unprecedented phenomenon: more than 65 million viewers, broadcast in over 200 countries, more than 1 billion impressions across global networks and trending in the United States, Mexico, Brazil, France, Germany, Spain, Australia, Argentina and the United Kingdom. The day became the most-watched NFL game in streaming history in the US, with figures nearly five times higher than the NBA in the same slot. For 2025, the league is repeating the formula.
What a year ago seemed like a one-off decision is now a statement of intent. The NFL has identified a territory unoccupied by other sports on a global scale: Christmas Day (in competitions such as LaLiga, the league even stops its matchday before Christmas and does not resume until the first days of the following year). And it has transformed it into a premium product distributed by Netflix, a platform with 300 million subscribers and cultural reach across all continents.
And, speaking of culture, the announcement that also supports the expectation of matching or even surpassing last year’s audience is the following: “Everybody put your hands up because Snoop Dogg will perform at the NFL #ChristmasGameday! The legendary Doggfather will perform live during halftime of Lions vs. Vikings on December 25, joined by very special guests.” Netflix thus presented its intention to turn Christmas into a global spectacle where sport and music share the stage. Last year, the halftime performance was led by the also world-renowned Beyoncé.
The power of uniting sport and pop culture
“The NFL, Netflix and your uncle Snoop on Christmas? We bring music, love and good vibes so everyone can enjoy. That’s the Christmas magic that not even Santa can fit in a bag.” explained Snoop Dogg. His appearance is not a mere addition to the game but a global conversation driver that places the event at the center of pop culture. In addition to the previously mentioned Lions–Vikings matchup, there will also be a Christmas Cowboys–Commanders game from Maryland and the Lions–Vikings on December 25.
In this way, the NFL strengthens its identity as a truly international competition, supported by an economic muscle exceeding 23 billion euros, double that of the NBA and equivalent to the combined income of Europe’s major football leagues.
What other major sports can learn
The question inevitably arises. Can the NBA, the Premier League, LaLiga or even Formula 1 replicate a move like this? The inspiration is evident, but the outcome is not guaranteed. The NFL’s strategy works due to three factors that not all competitions can replicate:
- An adaptable calendar that allows a tradition to be created without altering its historical structure.
- A total entertainment approach in which the game is part of the show, not the sole attraction.
- A global narrative amplified by a platform with immediate planet-wide reach
The uncertainty for the future is whether this type of agreement will influence the negotiation of broadcast contracts for other competitions. The NFL’s move suggests a new scenario: global platforms that not only distribute sport but also shape how it is consumed on key dates.
The consolidation of a new tradition
The NFL has understood something essential: in the entertainment industry, owning a date means owning a habit. And no habit is more valuable than the one repeated every Christmas. They know it well, since on Thanksgiving Day in the US, everyone knows it’s about family, food, drinks… and the NFL on television.
