Boxing Day football has long been woven into the nation’s cultural fabric, with families traditionally watching multiple matches throughout the day. It is intertwined into Britain’s festive rhythm, as familiar as the Boxing Day sales. But that tradition could change if the Premier League proceeds with plans to stage just one Boxing Day fixture. By condensing this beloved ritual into a single, exclusive match, broadcasters could transform the entire value equation of sports advertising.
We have seen how exclusivity can turn a single sporting occasion into a cultural and commercial phenomenon. When the NFL introduced Christmas Day games, it discovered the power of scarcity. In 2024, Netflix broadcast two games globally, each drew more than 30 million viewers and generated over a billion social impressions. The results showed how a limited, high-profile slate can capture attention far beyond its usual fan base. The Premier League’s audience may differ, but the same principle applies that when every viewer is focused on a single game, the value of every advertising slot rises dramatically.
For the Premier League broadcaster securing the Boxing Day slot, a similar dynamic could unfold. With millions of football fans focusing on one match instead of ten, scarcity will inevitably drive up prices. The broadcaster holding the rights will have a rare opportunity to transform a routine league fixture into the centrepiece of the holiday advertising calendar. Whether on traditional television or digital platforms, every second of airtime gains added weight and a higher price tag.
Premier League on Boxing Day a scarcity
Today’s technology allows broadcasters to monetise this opportunity with greater precision. Instead of generic adverts, data-driven ad insertion enables creative strategies tailored to region, demographic and device. Brands can compete for targeted visibility across both traditional broadcast and digital channels, while broadcasters maximise yield through smarter scheduling and audience segmentation.
But the value extends well beyond the 90 minutes on the pitch. The Boxing Day fixture could anchor an entire day of content, from the morning build-up shows and fan storytelling to tactical deep dives and interactive social activations. Across traditional television, streaming platforms, FAST channels and connected TVs, every touchpoint becomes an additional revenue opportunity under the same cultural umbrella.
Alternative feeds and companion content can further widen appeal. In the United States, CBS Sports’ partnership with Nickelodeon on the NFL’s Christmas Day broadcast blended live sport with augmented-reality graphics and family-friendly commentary. Applied to the Premier League, similar creative executions could diversify audiences and attract advertisers beyond the traditional football demographic.
Even after the final whistle, highlights, recap shows and user-generated content can keep engagement and advertising potential alive well into the evening. With cloud-based production and automated workflows now standard across the industry, broadcasters can extend the narrative efficiently across platforms without compromising quality or speed.
Ultimately, a single Boxing Day match has the potential to become a 24-hour celebration of football and fandom. By combining cultural exclusivity, emotional resonance and intelligent use of technology, broadcasters can turn a scheduling quirk into one of the most lucrative and unmissable days in the sporting calendar.
Emma Whitmore, Senior Vice President, EMEA at Amagi