NBC could face $4bn demand for Premier League TV rights as rival bidders to drive up price

The Premier League’s momentum in the U.S. is driving up the price of TV rights, with NBC facing potential demand of $4bn as rival bidders compete. The push follows strong World Cup viewing figures in America, where 60 million people watched the final between Spain and Argentina via Fox or Telemundo, and Fox averaged 7 million across all 104 matches. NBC is the Premier League’s official U.S. broadcaster, but its current $2bn deal runs until 2031. For the 2026-27 season, the league will launch “Coast to Coast Kick Off” featuring watch parties in 20 cities. Rights could rise by 50% or more in the next cycle, analysts say.