A new broadcasting agreement puts three CayoTV creators at the center of the NFL's live coverage in Spain, and it is a useful case study for anyone building media products.
Conversations about live sports streaming tend to focus on rights fees and platforms. The NFL's 2026 agreement with CayoTV in Spain stands out for a different reason: it puts creators at the center of the product.
The NFL and CayoTV announced the broadcasting agreement in Madrid on September 11, 2026. It offers fans across Spain 18 live NFL games on Sunday afternoons via CayoTV's YouTube channel, at 13:00 ET / 19:00 CET. Headquartered in Spain, CayoTV was created for a new generation of fans, and its mix of live premium sport, creator-led programming, original content and social-first distribution makes it a natural partner for this kind of deal.
Creators as the interface
For anyone who builds consumer products, the commentary decision is the headline. Instead of a traditional broadcast team, the games are narrated live by three of CayoTV's own creators: Rubén Ibeas, Bruno Feliu and Sofía del Prado. The format is designed to bring audiences closer to the action throughout the season. In product terms, the commentators become the interface between a new viewer and the sport.
That choice fits the way many people already find live events online: through personalities they follow, in their own language, on platforms they use every day. CayoTV's co-founder, Kike Levy, has described the partnership as a very important step for CayoTV and a clear endorsement of the model they are building, adding that CayoTV is delighted to offer fans in Spain a more social, creator-based way of experiencing the competition.
Content between game days
The live games sit inside a bigger package. Throughout the NFL season, CayoTV will produce Spanish-language content, including highlights and digital clips aimed at fans across Spain. For a streaming product, that steady flow of short-form material keeps an audience engaged between game days and gives new fans an easy way to catch up on the action.
A production partner for the league
The agreement also gives CayoTV a production role. CayoTV will produce Spanish-language feeds of up to six NFL International Games in Europe during the 2026 season for the NFL, which will distribute the content via its own platforms, including the Mundo NFL YouTube channel. On-site production is planned for the 2026 NFL Madrid Game. That makes CayoTV both a channel for live games and a supplier of Spanish-language content to the league itself.
Promotion built into the product
Distribution is designed to move viewers across the league's presence in Spain. The deal includes calls to action during broadcasts directing viewers to NFL games on Mediaset and NFL Game Pass, weekly social media collaborations with NFL channels in Spain and regular mentions of NFL España and Mundo NFL content during CayoTV coverage.
On the league's side, NFL España director Rafa De Los Santos said the agreement represents a great opportunity to continue reaching new fans in Spain through innovative and engaging content. He added that CayoTV's creator-focused approach and broad digital reach will help bring all the excitement of the NFL to fans during the 2026 season.
The company behind CayoTV
CayoTV is part of Gameday by NJF Holdings, the sport and media business of
For developers and founders working on media products, the NFL and CayoTV partnership is a well-built example of a major league and a creator-led platform growing an audience together, with each side bringing what it does best.
This story was distributed as a release by Sanya Kapoor under