In 1939, NFL on NBC is the brand given to NBC Sports coverage of National Football League games until 1998, when NBC lost the NFL American Football Conference rights to CBS. The program goes as far back as 1939 and the first ever televised football game between the Philadelphia Eagles and the Brooklyn Dodgers. The show has been now airing NFL games under the title of NBC Sunday Night Football since the 2006 NFL season..
The show became notorious in 1968 when it created the famous "Heidi Game Incident". With its nationally-televised game between the Oakland Raiders and New York Jets running late, the network began to show the movie Heidi just moments after the Jets' Jim Turner kicked what appeared to be the game-winning field goal with 1:05 remaining. While millions of irate fans, missing the finale, jammed NBC's phone lines, the Raiders scored 2 touchdowns in eight seconds during the final minute to win 43–32. The reaction to The Heidi Game resulted in the AFL, and most other sports leagues, demanding that networks thereafter televise all games to their conclusion. NFL contracts with the networks now require games to be shown in a team's market area to the conclusion, regardless of the score.
Today the show airs beginning with the pregame show Football Night in America and ending with Sunday Night Football.