Yahoo wins exclusive rights to stream live 25 October NFL game in London

Internet major Yahoo has won exclusive rights to stream live and free the US National Football League (NFL) game between the Buffalo Bills and the Jacksonville Jaguars on 25 October.

The company has struck a deal with NFL for the streaming rights. The parties did not disclose the deal amount, but Yahoo might not have paid less than $20m (£13m, €17.9m) to stream the game in exchange for advertising rights, Re/Code reported, citing executives familiar with the industry.

It is for the first time the NFL will be streaming one of its regular season games online. The game to be held at Wembley Stadium in London will be available in a Web browser, within a Yahoo app on a mobile phone, or on a television equipped for streaming video.

"We're thrilled that the NFL has chosen Yahoo for this historic opportunity," Marissa Mayer, CEO of Yahoo, said in a statement.

"It marks a significant change in the way users can access this amazing content. The NFL and Yahoo have both long engaged football fans around the world. Our partnership provides the ultimate football experience — with digital availability, designed for the modern fan."

"Through this partnership with Yahoo—one of the world's most recognizable digital brands—we are taking another important step in that direction as we continue to closely monitor the rapidly evolving digital media landscape," said Roger Goodell, Commissioner of the National Football League.

Through the deal with NFL, Yahoo is looking to attract more customers to its platform and generate more advertising revenues.

Internet-only broadcast will open the door to advertisers who have a relationship with Yahoo but are not traditional NFL sponsors, or traditional sponsors seeking a global audience, the Wall Street Journal reported, citing Adam Cahan, Yahoo's senior vice president of mobile and emerging products.