FOX Sports is making its priorities clear as the next wave of NFL media rights negotiations begins to take shape. Appearing at the CAA World Congress of Sports, FOX Sports CEO and executive producer Eric Shanks reiterated the company’s deep-rooted connection to football while speaking with Colin Cowherd.
With the National Football League widely expected to revisit its current rights agreements ahead of schedule this spring, FOX is positioning itself as a committed long-term partner.
“We were the only network that was literally born to do the NFL,” Shanks said. “Now we’ve grown into this saying that ‘FOX is football,’ right? Whether it’s college, spring, NFL; the NFL has just become a huge part of our DNA.”
His comments reflect more than brand identity. They signal strategy. FOX has long leaned on the NFL as a cornerstone property, anchored by its NFC package and consistent top-tier ratings. That reliance appears unlikely to change, even as the cost of premium rights continues to climb and competition intensifies.
Parent company leadership has already acknowledged that reality. During a recent earnings call, Lachlan Murdoch said FOX is prepared to adjust its broader sports portfolio to ensure it remains in business with the league. He described the NFL as “tremendous content” and suggested the company could offset rising costs by reallocating resources across its existing rights holdings.
That portfolio currently includes properties such as Major League Baseball, NASCAR, IndyCar and Big Ten athletics. However, none deliver the consistent national audience that the NFL commands.
The league continues to dominate viewership. FOX averaged 19.6 million viewers across its NFL windows last season, its best mark in nearly a decade. Those numbers reinforce why the network views football as essential rather than optional.
Still, the landscape is shifting. Streaming platforms have expanded their presence in live sports, with companies like Netflix and YouTube TV entering the conversation around premium rights. That dynamic could drive prices even higher and force traditional broadcasters to make difficult decisions.
FOX’s approach, at least publicly, suggests it is willing to make those calls.
“Who wouldn’t want to be partners with the NFL as long as humanly possible,” said Shanks.
Shanks also addressed the evolving structure of college football, voicing support for a 24-team College Football Playoff. He argued expansion would improve early-season scheduling and create more meaningful games late in the year, further strengthening football’s overall value proposition.
Taken together, the messaging from both Shanks and Murdoch points to a unified stance. As negotiations approach, FOX is not signaling caution. Instead, it is emphasizing commitment, flexibility and a belief that its future remains closely tied to football — especially the NFL.
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