• by Laurie Sullivan , 2 hours ago

Google added a live National Football League game feed to search on Wednesday, allowing fans and spectators to follow along with game developments as they unfold on the field.

Active games will show a “Live” icon in search. Selecting this option shows a recap has occurred in the game alongside a “dynamic timeline featuring play-by-play updates, top social commentary, key video highlights, and AI-powered insights.”

The 2026 NFL season officially begins Wednesday as the Seattle Seahawks host the New England Patriots. The first full Sunday game is this weekend.

The launch of Google Search's Live NFL Game Feed helps advertisers by capturing high-intent mobile users during moments of emotional engagement, providing contextual targeting.

New upgrades in Search make it easier to see how the NFL season progresses. When fans search for a matchup, they will see a new carousel that allows them to check scores for other games happening across the league, without needing to search for them individually.

This feed also works with fantasy football lineups before kickoff, offering tailored recommendations that help fans make decisions by linking their Yahoo Fantasy or Sleeper account with Search and asking for customized insights through AI Mode.

When fans ask AI Mode for help, an option for a secure link will appear for their fantasy accounts. Search can bring in context from a fan's live roster.

Fans also can ask AI Mode for an assessment of draft picks or a weekly recap of what is happening across the league.

The Live Game Feed for professional football is now available on mobile devices in the U.S. in English. Later this month, Google plans to introduce support for collegiate teams and bring the feed to even more people around the world.

Collegiate teams may also be included in the live stream. 

In an interview with CNBC's Squawk Box with Rebecca Quick, Ohio State President Ravi Bellamkonda teased a new partnership with Google to establish an on-campus space in the Innovation District, an initiatives created through partnerships between the state of Ohio, JobsOhio, major research universities, healthcare systems, and private corporations. 

Bellamkonda announced an agreement with Google to use its artificial intelligence (AI) for a variety of teachings at the school.