“Through this expanded partnership with the NFL, viewers will now also be able to experience the game they love in compelling and innovative ways through YouTube TV or YouTube Primetime channels. “YouTube has long been a home for football fans, whether they’re streaming live games, keeping up with their home team, or watching the best plays in highlights,” said Susan Wojcicki, CEO of YouTube. “For a number of years we have been focused on increased digital distribution of our games and this partnership is yet another example of us looking towards the future and building the next generation of NFL fans.” “We’re excited to bring NFL Sunday Ticket to YouTube TV and YouTube Primetime channels and usher in a new era of how fans across the United States watch and follow the NFL,” NFL commissioner Roger Goodell said. A source close to the deal said a separate bidding process to distribute to commercial establishment is ongoing.Īpple had long been the front-runner and coveted candidate for the NFL for some time, but could not agree on contract language and backed out of the talks recently. In the release announcing the deal, the NFL said, “The NFL and YouTube will work together to determine additional ways to support distribution of NFL Sunday Ticket in commercial establishments such as bars and restaurants.” Notably the release says the deal is to distribute to consumers, specifically omitting commercial.

So it is possible DirecTV could keep a cut of Sunday Ticket through this avenue. Google’s YouTube and YouTube TV can use Sunday Ticket to goose their subscription business.Īmazon sublicenses Thursday Night Football to DirecTV to bars and restaurants, which generally would struggle to stream the games.

Now it is losing out to the hot medium in sports. Ironically, DirecTV in the early 1990s was viewed as a pioneer with its satellite service. The deal marks yet another major inflection point in media, with a major sports property moving from a traditional carrier to streaming. Apple had been the frontrunner for some time, but left the negotiating weeks ago.Sunday Ticket will be available on two of YouTube’s subscription businesses as an add-on package on YouTube TV and standalone a-la-carte on YouTube Primetime channels.The multi-year agreement with Google grants YouTube TV and YouTube Primetime channels the right to exclusively distribute Sunday Ticket to consumers in the United States starting with the 2023 NFL season.It’s a seven-year deal, worth about $2 billion a year, according to a source familiar with the deal.The deal ends DirecTV’s nearly 30-year run with the package, and underscores the migration of sports to streaming.The NFL announced a deal Thursday to swing its highly coveted Sunday Ticket out of market games package to Google’s YouTube.

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