The NFL is deep in negotiations with Google’s YouTube for its “Sunday Ticket” broadcasting package currently held by DirecTV, two people familiar with the deliberations said Tuesday night.
in March 2021 that pay the league more than $110 billion in rights fees over 11 years. CBS retained the package of Sunday afternoon AFC games. Fox kept NFC Sunday afternoon games. NBC retained “Sunday Night Football,” and Disney-owned ABC and ESPN kept “Monday Night Football.” Those deals run from the 2023 season through the 2033 season.In reaching those deals, the league stuck with traditional TV partners for its biggest broadcasts: its Sunday and Monday games.
The NFL had 75 of the top 100 TV broadcasts in 2021, which means however the league decides its media future will have ripple effects across the industry. In an interview this summer, Brian Rolapp, the NFL’s chief media and business officer, said the NFL looks at streaming services similarly to how it viewed cable in the 1980s. It started slowly, then signed larger deals as the platforms grew.
“As pay TV got bigger, we committed a few more games [in the 1980s],” Rolapp said. “Now reach is more complicated, and you’ve seen the migration of some rights. We took a step with ‘Thursday Night Football,’ similar to what we did with ESPN years ago. Now you have the growth of these streaming platforms, and you’ll see an evolution over time.”The NFL also has explored selling stakes in its media businesses, including NFL Network and RedZone.
Amazon has been perhaps the most aggressive of the tech companies to bid for sports rights. It owns an exclusive NFL package; a piece of YES Network, which broadcasts Major League Baseball’s New York Yankees; and some exclusive English Premier League soccer games in the United Kingdom.
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