Streaming giant Netflix is reportedly gearing up to enter the world of live football by bidding for the rights to stream one UEFA Champions League match per round globally starting from 2027.
The move, first reported by Technext and Pulse Nigeria, comes as UEFA prepares a sweeping overhaul of how it sells and distributes media rights for its premier competitions — the Champions League, Europa League, and Conference League. The new model aims to attract digital platforms like Netflix, Apple TV+, and Amazon Prime, which have been steadily expanding their live event offerings.
For football-loving audiences across Africa, including Nigeria, Netflix’s potential entry into live sports could dramatically change how fans access and enjoy Europe’s biggest club competition.
Football remains the continent’s most popular sport, with millions of fans tuning in weekly to watch top European clubs. Pay-TV giants like DStv and SuperSport currently dominate the sports broadcasting market, but rising subscription costs in local currencies have made access difficult for many.
To bridge this gap, MultiChoice has already integrated streaming into its ecosystem — with Showmax now offering live Premier League and Champions League coverage to subscribers. Still, for a vast number of fans, the cost of premium packages remains a barrier.
If successful, Netflix’s Champions League venture could give African viewers a new, possibly more affordable way to watch live football. Analysts suggest the company could:
Bundle sports with existing plans or introduce a low-cost “sports add-on”, making premium matches more accessible than traditional pay-TV subscriptions.
Expand local partnerships, such as its ongoing collaboration with Canal+ in francophone Africa, which allows Netflix to be included in Canal+ pay-TV bundles (BroadcastPro ME).
Such partnerships could make top-tier football content available to wider audiences across regions where satellite or cable options remain limited.
Despite the promise, Netflix’s ambitions face several key obstacles across the continent.
1. Infrastructure and Connectivity Issues
Live sports streaming requires stable, high-speed internet and minimal latency. Many parts of Africa still struggle with inconsistent connectivity and data costs, making mass-scale streaming a technical challenge.
2. Rights and Licensing Barriers
Broadcast rights for football in Africa are often fragmented by country and language. Even if Netflix wins the “global first-pick” package, it may still face restrictions from existing local rights holders — such as DStv, Canal+, or beIN Sports — who retain exclusive deals for multiple regions. (Technext, Pulse Nigeria)
3. Pricing Sensitivity
Netflix’s challenge will be to offer sports content without significantly hiking subscription fees. A premium “sports tier” could alienate users in markets already grappling with inflation and currency devaluation.
4. Strong Local Competition
Established broadcasters like SuperSport have deep-rooted relationships with fans and advertisers, along with the infrastructure to deliver consistent live coverage. Netflix would have to innovate aggressively to compete, possibly triggering a new wave of price wars or exclusive licensing battles.
Industry insiders outline several possible scenarios if Netflix’s bid succeeds:
Exclusive Tuesday Night Streaming: Netflix could secure one marquee Champions League game per round, streamed live in Nigeria and other markets alongside local broadcasts of remaining fixtures.
Hybrid or Co-Branded Models: Netflix may partner with regional broadcasters to co-stream matches, ensuring accessibility without breaching local licensing laws.
Telecom Partnerships: Netflix could collaborate with internet providers or mobile operators to bundle live match access with data plans — similar to how it has partnered with MTN and Airtel for subscription billing.
If Netflix successfully secures rights, Nigerian fans could benefit from:
More flexible viewing options — via mobile, tablet, or smart TV.
Potentially lower costs — compared to traditional satellite packages.
Enhanced digital experiences — such as multi-angle replays, live statistics, and personalized commentary feeds.
However, these gains could come with trade-offs. A shift toward streaming-based access might mean multiple subscriptions for different competitions, fragmenting the football viewing experience even further.
Netflix’s pursuit of the Champions League is part of a wider strategy to diversify its global entertainment portfolio. The company has already produced hit sports docuseries such as Formula 1: Drive to Survive and Break Point, but live football would mark its boldest move yet into sports broadcasting.
For Africa, where football unites millions, the outcome of Netflix’s bid could redefine how fans connect to the game — from the streets of Lagos to the cafes of Nairobi. But success will depend on more than money; it will require strategic local partnerships, affordable pricing, and robust infrastructure to make the dream of streaming Europe’s biggest stage a true reality for African fans.
