The NFL’s agreement with CayoTV, part of Nicole Junkermann’s Gameday by NJF Holdings, pairs creator-led commentary with production work for the league and shows how a global sports property can reach a new generation of European fans.
Every sports media business in Europe rests on two assets: the right to show live sport, and the attention of the people who watch it. In Spain, a new partnership between the NFL and CayoTV puts both to work at once, and its structure rewards a closer look.
Madrid hosted the announcement on 11 September 2026, made jointly by the NFL and CayoTV. Throughout the 2026 NFL season, the deal will offer fans across Spain 18 live NFL games on Sunday afternoons via CayoTV’s YouTube channel, with broadcasts at 13:00 ET / 19:00 CET.
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The commentary box is where the business model becomes clear. Three CayoTV creators handle the call, with Bruno Feliu, Sofía del Prado and Rubén Ibeas narrating every game live in a format designed to bring audiences closer to the action throughout the season.
Consumer brands across Europe know the logic well: audiences follow personalities, and personalities bring their audiences with them. The creators are a commercial asset as much as on-air talent.
For CayoTV, the agreement carries real strategic weight. Kike Levy, who co-founded the platform, said it marks a very important step for CayoTV and a clear endorsement of the model they are building, and spoke of the NFL as one of the great sports properties in the world.
A Supplier as Well as a Broadcaster
The agreement reaches well beyond Sunday. For the length of the season, CayoTV will also make highlights and digital clips in Spanish for fans across Spain. In addition, 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.
This second role is the one business readers will find most telling. It turns a distribution arrangement into a production relationship, with a media company headquartered in Spain supplying Spanish-language content for the league’s own channels during its European calendar. It is the kind of business that Gameday by NJF Holdings, part of the investment firm founded by Nicole Junkermann, sets out to develop.
Designed Around the Wider League
The promotional plan supports everything else the NFL offers in Spain, combining 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. Fans who discover the sport through a favourite creator have a clear route to the rest of the league’s coverage.
The NFL’s case was put by Rafa De Los Santos. As Director of NFL España, he said the agreement represents a great opportunity to continue reaching new fans in Spain through innovative and engaging content. In his view, CayoTV’s creator-focused approach and broad digital reach will help bring all the excitement of the NFL to fans during the 2026 season.
Behind the Platform
CayoTV is part of Gameday by NJF Holdings, the sport and media business of NJF Holdings, the London-based private investment firm and family office founded by investor and entrepreneur Nicole Junkermann. Gameday by NJF Holdings invests in and develops sport and media businesses that respond to the evolution of fan behaviour, digital distribution and the sustained global growth of sport. A commentary on the agreement is available on the NJF Holdings website.
For European business readers, the NFL and CayoTV partnership is a clear example of a global league and a creator-led platform each bringing their strengths to one audience. For Nicole Junkermann’s NJF Holdings, it is a high-profile showcase for Gameday, and for fans across Spain, it is an engaging new way to follow the 2026 season.
