ITV has won the terrestrial rights to broadcast the Super Bowl live in the UK, it was announced today.
The three-year deal between the NFL and ITV starts next year with Super Bowl XXXIX, which takes place at the Alltel Stadium in Jacksonville, Florida, on 6 February 2005.
In addition to the live climax to the NFL season on ITV1, the network will also broadcast three highlights programmes following the NFL play-off weekends throughout January 2005 on ITV1, with highlights of the Super Bowl
on ITV2.
In January 2004, Super Bowl XXXVIII in Houston, Texas, reached an estimated worldwide audience of nearly one billion as Adam Vinatieri kicked the New England Patriots to a three-point victory in the dying moments. As well
as being one of the biggest events in world sport, the Super Bowl is also renowned for its sensational entertainment line-up, featuring performances from world class acts like U2, Britney Spears, Sting and Beyonce
Knowles.
Brian Barwick, Controller of Sport for ITV said: ‘The Super Bowl is one of world sport’s iconic events and we are delighted that it has come to ITV for the first time. It’s a truly international event that stretches further
than the USA.
‘It’s always had a loyal UK following which we look forward to building. It fits perfectly with our growing portfolio of major, live sporting events which now includes Formula One motor racing, European and World football championships, UEFA Champions League football, the Rugby World Cup and the recently acquired university Boat Race.’
Alistair Kirkwood, Vice-President of Strategic Planning for NFL Europe, said: ‘We are very pleased to be launching a new partnership with ITV and are excited at becoming part of their outstanding tradition of live
sports events. To have Super Bowl showcased on the UK’s biggest commercial network is a significant landmark in the growth of the sport in this country and gives us a platform to bring new fans to the sport.’
While ITV becomes the terrestrial television home of the NFL’s post-season, Sky Sports will continue to show live coverage of the 2004 regular season, which kicks off on September 9, and will broadcast every play-off game live,
including Super Bowl. Plans for coverage of the regular season on terrestrial television will be announced at a later date.
Kirkwood continued: ‘The NFL has identified the UK as one of its priority markets and this exciting new deal with ITV is the next stage in reintroducing the sport over here. We have achieved excellent viewership figures of more than one million for the last two Super Bowls and have
plans to establish the NFL more in the mainstream of sport in this country. Our three-year partnership with ITV gives us a great opportunity to make further progress.
Contacts:
David Tossell, NFL, 020 72253070
Ruth Settle, ITV, 020 843 8225