The three-year deal between the NFL and ITV starts next year with Super Bowl XXXIX, which takes place at the Alltel Stadium in Jacksonville, Florida, on February 6.
In addition to the live climax to the NFL season on ITV1, the network will also broadcast three highlights programmes following the NFL play-off weekends throughout January 2005 on ITV1, with highlights of the Super Bowl on ITV2.
Said Brian Barwick, controller of sport for ITV: "The Super Bowl is one of world sport's iconic events and we are delighted that it has come to ITV for the first time.
"It's always had a loyal UK following which we look forward to building. It fits perfectly with our growing portfolio of major, live sporting events.”
While ITV becomes the terrestrial television home of the NFL's post-season, Sky Sports will continue to show live coverage of the 2004 regular season, which kicks off on September 9, and will broadcast every play-off game live, including Super Bowl.
Commercial broadcaster ITV has won the terrestrial rights to beam the Super Bowl live in the UK.
