A round-up of stories across the world of sports media over the past seven days.
Sky Extends for Three More Years with NIFL
The Northern Ireland Football League has confirmed that Sky Sports will continue as broadcast partners for the next three seasons, extending the successful and long-standing partnership through to 2028.
The agreement will also mark a significant milestone of two decades of partnership with the Irish League, having first broadcast a live domestic game back in September 2007.
Sports Direct sponsors the Men’s and Women’s Premiership competitions as part of the League, with Playr-Fit supporting the Championship and Premier Intermediate levels.
World Rugby and Lions Make Content Play for Fan Engagement
World Rugby and the British and Irish Lions have announced a new strategic collaboration that will make the RugbyPass App the official digital home of the 2025 Lions Tour to Australia.
The partnership will deliver a centralised platform for global fans, offering access to match coverage, news, statistics, and exclusive content. The RugbyPass App, which is already available for download via the Apple App Store and Google Play Store, will serve as a one-stop destination for digital engagement around the tour.
As part of the agreement, World Rugby and the Lions will jointly produce behind-the-scenes and original content via Lions Productions, in collaboration with World Rugby Studios.
The initiative aims to expand the reach and depth of coverage surrounding the tour, providing supporters with enhanced access to players, preparation, and off-field moments.
Sky Sports to Broadcast Up to 50 Additional WSL Matches
Sky Sports has revealed plans to increase its coverage of the Women’s Super League (WSL) by up to 50 additional matches per season once the league expands to 14 teams in 2026–27
Currently holding the rights to broadcast 118 of 132 WSL matches under a recent £100+ million-per-season deal, Sky already televises around 89% of games
With the expansion, there will be 64 more matches added to the calendar. Sky is now in negotiations to secure as many of these as possible, aiming to remain the primary UK and Irish home of the WSL.
A broader broadcasting arrangement with the BBC, which currently shows the remaining matches, is also being considered. Sky’s continued investment underscores the rapid growth in popularity of women’s football, and it seems poised to captivate a wider audience with deeper access to fixtures and talent.
Netflix to Integrate Live TV and Sports via TF1 Partnership in France
Netflix is making a significant first move into live linear television by partnering with France’s leading broadcaster TF1.
Starting summer 2026, French subscribers will be able to stream all five TF1 channels, including live sports events, reality shows like The Voice, soap operas, and popular dramas, directly within the Netflix platform.
This marks Netflix’s shift toward a hybrid model, combining its historically on-demand-first library with live linear content.
The move arrives as streaming usage overtakes broadcast and cable, according to Nielsen, and reflects Netflix’s strategy to multiply engagement and advertising opportunities by adding live content.
TF1 gains access to a broader audience and improved reach. If the model proves viable in France, similar partnerships may emerge elsewhere in Europe soon.
“Inside the NBA” Moves from TNT to ESPN/ABC
In the U.S., the beloved postgame show Inside the NBA, featuring Ernie Johnson, Shaquille O’Neal, Charles Barkley, and Kenny Smith, is shifting from TNT to ESPN and ABC ahead of the 2025–26 season
The move comes as Warner Bros Discovery (WBD) loses its long-held NBA media rights following an unprecedented $76 billion, 11-year rights deal secured by ABC/ESPN, NBC, and Amazon
Under the new arrangement, TNT will continue producing the show from Atlanta, maintaining control over its distinctive style, while ESPN and ABC handle broadcast distribution during marquee events such as the NBA Finals, Christmas Day games, and playoffs
The move preserves one of basketball broadcasting’s most iconic studio programs, ensuring continuity for fans despite major shifts in media rights ownership.
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