Sprint and the National Football League are teaming up on NFL Mobile Live, the only wireless application providing live access to NFL action.

NFL Mobile Live is only available to Sprint data subscribers and is free of charge to those with an unlimited data plan.

"This is a continuation and extension of our three-year relationship with Sprint providing NFL fans with the ability to access football content wherever they are," said Hans Schroeder, vice president of digital media for the NFL and general manager of NFL.com, New York. "Now they can get it via television, Internet and their mobile phones."

Sprint customers will be able to listen to the live radio broadcasts of every NFL game throughout the 2008 regular season.

Also, Sprint subscribers will be able to watch all eight of the Thursday Night Football telecasts carried by NFL Network live beginning on Nov. 6 via the new NFL Mobile Live application.

In the past, Sprint has used Peyton Manning in national advertising campaigns to drive the NFL mobile. The company is expect to run a similar campaign this fall.

"We're going to mix of all of the marketing ingredients at our disposal to promote and raise awareness about NFL Mobile Live," Mr. Schroeder said.

"We'll take advantage of all different platforms, with some in-game commercials, placement on NFL.com, blasts to our email database and print advertising," he said.

"We'll also spotlight it on the NFL network, promoting it contextually in program and with commercials to build awareness."

New features added to NFL Mobile Live for this season include the ability to watch live video feeds of NFL network or listen to live audio for every regular-season game.

To date, NFL Mobile Live has run on a subscription-based model. But there are plans to offer it as an advertising platform.

"We're in discussions with Sprint about how we monetize the application and drive value, and so far we've run limited advertising," Mr. Schroeder said. "But going forward we'll be looking for ways to expand that.

"We want to participate in advertising, but in a way that works for the user and that's interactive but contextual as well," he said.

Sprint has two wireless networks - Sprint and Nextel - serving nearly 52 million customers at the end of the second quarter 2008 and is the third largest U.S. carrier.

Sprint is making it easier to follow a specific team by carrying a live radio broadcast for each game, including pregame and postgame reports in most instances.

Users can choose a favorite team and every time they use NFL Mobile Live that team's information will appear on the screen first with the latest information and quick links to live broadcasts for that team on game days. This step eliminates the need to navigate through several screens.

Fans will be able to listen to any NFL game as it happens, watch live streaming action of NFL Network games and check the statistics of their fantasy players and get updated scores from their mobile phones.

NFL Mobile Live lets fantasy football owners monitor the performance of every player in real time directly from their phone. Key information for individual players will be accessible, including real-time game and season cumulative stats, rankings, player profiles and photos.

Fans will be able to watch video highlights for some players on NFL Mobile Live via a link on the player's main page. Players with video highlights will vary week to week.

Fans will also have live access to NFL Network's non-game programming throughout the season including training-camp reports and previews for every team along with programs such as NFL Total Access, NFL GameDay and NFL Playbook.

Fans will get the latest news and analysis from training camp through the Super Bowl from NFL.com's experts along with video highlights of the top plays available each week throughout the season.

"Now football fans can get access to some of the most valuable NFL content out there, the live games," Mr. Schroeder said. "As the ways of accessing that content on wireless continues to improve, it's a natural evolution for us to take care of a quickly emerging platform.

"We see this as incremental, and we believe that by providing people with the opportunity to experience the NFL in this way via mobile, it will cause the consumption of content by NFL fans to grow," he said.

NFL Mobile Live is included at no additional charge in Sprint's Everything plans starting at $69.99, including Simply Everything, which combines unlimited voice, messaging and extensive data services -- such as NFL Mobile Live -- for $99.99 per month.

With other Sprint plans, customers can get NFL Mobile Live by adding a Data Pack, starting at $15 per month.

NFL Mobile Live is available on most Sprint handsets.

Fans can find information on how to access NFL Mobile Live from Sprint at http://nfl.com/mobile or http://sprint.com/nfl. One way to get the service is by texting the keyword NFL to short code 7777.

"We see what's happening out there in the broader market with the growth of mobile, and Sprint really brought that mobility element," Mr. Schroeder said. "NFL fans can now get video, stats, deep and rich NFL content through NFL Mobile Live."