NFL announces multi-year YouTube deal for Sunday Ticket

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The National Football League has ended months of speculation and confirmed that YouTube will be the new streaming home for Sunday Ticket.

As predicted, YouTube Primetime Channels is taking over NFL Sunday Ticket from DirecTV, starting with the 2023 season. The deal, for an undisclosed sum, sees YouTube beating Apple TV+, which until recently was considered a frontrunner for the rights.

"We're excited to bring NFL Sunday Ticket to YouTube TV and YouTube Primetime Channels," said NFL Commissioner Roger Goodell in a statement, "and usher in a new era of how fans across the United States watch and follow the NFL."

"For a number of years we have been focused on increased digital distribution of our games," continued Goodell, "and this partnership is yet another example of us looking towards the future and building the next generation of NFL fans."

NFL Sunday Ticket will be available on YouTube's subscription channels, as an add-on extra for YouTube TV, and also game-by-game on YouTube Primetime Channels. The NFL describes the deal only as being a "multi-year" one, although Variety says it's for seven years.

"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," YouTube CEO Susan Wojcicki said. "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."

As part of the deal, YouTube will also be inviting selected YouTube Creators to attend key NFL events. It will also produce an international NFL show, which is something Apple was said to be keen on.

Both YouTube's Wojcicki and the NFL say that one reason for the deal was that fans will benefit from the streamer's "technology and product innovation." However, it's believed that Apple TV+ pulled out of the negotiations because the NFL was unwilling to sell rights to be exploited in new technologies, such as Apple's forthcoming VR content.

💬 11 Comments

designr

said about 3 months ago

I do have to admire Apple's discipline here. They know what they want (or feel like they need) and what they're willing to pay for it. They clearly have a plan and strategy. And they know when to stop and walk away. This opportunity will return.

P.S. One article I read on this suggested that it wasn't the NFL that was unwilling to concede on some points Apple wanted, it's that they are unable to due to existing contractual obligations and clauses. This condition may change in the future presenting Apple with a fresh opportunity to go at this again.

mike1

said about 3 months ago

I know this service is geared for fans who are out of market for their favorite teams, but personally, I never saw much of a need for Sunday Ticket.

Between Red Zone and my local coverage, I am good. If it was on Apple TV+, I might have checked it out, but probably wouldn't use too often, if at all.

neverindoubt

said about 3 months ago

designr said:

I do have to admire Apple's discipline here. They know what they want (or feel like they need) and what they're willing to pay for it. They clearly have a plan and strategy. And they know when to stop and walk away. This opportunity will return.

P.S. One article I read on this suggested that it wasn't the NFL that was unwilling to concede on some points Apple wanted, it's that they are unable to due to existing contractual obligations and clauses. This condition may change in the future presenting Apple with a fresh opportunity to go at this again.

The deals start next season and extend until 2033. There’ll be a fresh opportunity then!

WhiskeyAPPLEcider

said about 3 months ago

mike1 said:

I know this service is geared for fans who are out of market for their favorite teams, but personally, I never saw much of a need for Sunday Ticket.
Between Red Zone and my local coverage, I am good. If it was on Apple TV+, I might have checked it out, but probably wouldn't use too often, if at all.

If you know this is for a certain group of football fans, then why say that you don’t have a need for it? I don’t have a need for an iMac Pro but some people feel they do, I don’t go in the Apple Store and tell the employees that I don’t have a need for iMac Pros. Different products are obviously made for different people’s needs.

the1maximus

said about 3 months ago

I hope that it’s available without a YT TV Subscription. YT TV is a good option for cord cutters, but it’s still pricey. Add the Sunday Ticket to it, and it’s going to be as bad as cable.

If they offer it as a stand alone service, I can see it appealing to many more people, as they won’t have to double up their cable bill in some instances.