Super Bowl Poised To Reach Its Biggest Spanish-Language Audience Ever Due To Fox Deportes-Telemundo Rights Deal

The Super Bowl is poised to reach its widest Spanish-language audience yet thanks to a shared rights deal between Fox Deportes and Telemundo.

The networks will both air the game from New Orleans on Feb. 9, producing separate broadcasts. TelevisaUnivision carried the last Super Bowl, licensing the rights from CBS, which handled the main English-language telecast.

In 2022, NBCUniversal-owned Telemundo became the first Spanish-language broadcast network to air the Super Bowl. In 2015, Fox Deportes was the first network to carry the game in Spanish.

“Both companies have played a pivotal role in the rapid growth of the league’s Hispanic fanbase and we are proud to collaborate with Telemundo to bring the Super Bowl to more Spanish-language viewers than ever before in a landmark moment for the league and its Spanish-language fans,” Fox Deportes EVP and GM Carlos Sanchez said in a press release.

The partnership comes as the NFL continues a major push into international markets and looks to add to its already dominant ratings position in the U.S. by appealing to a range of audiences. The league held its first regular season game in South America last month, with the Green Bay Packers meeting the Philadelphia Eagles in São Paulo, Brazil. Five games have been played in Mexico City and three in Germany, with London hosting games since 2007.

“Delivering live NFL games in Spanish is key to reaching the large and rapidly growing Spanish-speaking NFL fan base,” said Hans Schroeder, EVP of Media Distribution for the NFL. “We are constantly looking for ways to expand access to our games and reach more fans, and this partnership is another step forward.”

New Orleans will mark the fifth Super Bowl broadcast for Fox Deportes, the most of any Spanish-language network. The cable network is airing dedicated Spanish-language NFL coverage during the regular season, including one of the league’s three games on Thanksgiving Day, as well as multiple playoff games.

Telemundo’s NFL coverage in 2023 saw its highest viewership ever. Telemundo Deportes produces and distributes exclusive Spanish-language coverage of NBC’s Sunday Night Football games airing across Telemundo, Universo TeleXitos and Peacock. The slate includes 22 regular season games and two playoff games each season, as well as NBC’s Super Bowls, including Super Bowl LX in 2026.

Joaquin Duro, EVP, Sports, NBCUniversal Telemundo Enterprises, said the shared rights deal “highlights the strength of our network and furthers our shared mission to expand the sport’s reach within the Latino community, ensuring Spanish-speaking fans have access to this premiere event.”

Super Bowl programming and coverage details for will be announced by both networks in the coming months.