Yahoo will be live streaming this Sunday’s NFL International Series game between the Buffalo Bills and Jacksonville Jaguars from London’s Wembley Stadium for free.
The company said that this will be the first global live stream of a regular season NFL game and plans to “kick off a new era of sports programming.”
The move comes as Yahoo aims to appeal to “cord-cutters” who increasingly watch TV on their mobile phones or tablets.
Earlier this week, Yahoo said that more than 30 brands, including Arby’s, Cadillac, and Snickers, have signed on as advertisers. Dairy Queen will be sponsoring the pre-game show and Toyota will be sponsoring the halftime show.
According to the company, advertisers have the option of selecting global or US-only advertising in order to reach their target audiences. After the game, advertisers will have access to Yahoo’s demographic and viewership data to further target consumers.
The game begins at 9:30 am New York time.