![]() ![]() With so many moving parts and differing motivations, it is perhaps no surprise that the NFL and its potential partners are taking their time. ![]() The NFL is the most valuable property in the biggest sports broadcasting market in the world and Sunday Ticket is the final opportunity for any suitor to get their foot in the door for another decade. How the deal is structured and who is the ultimate victor will likely influence future rights negotiations across all sport, while also provide an indication of just how far each big tech firm is willing to go when it comes to sport. While other sports properties have embraced streaming – and the NFL itself now has Thursday Night Football (TNF) on Amazon – the American football league is unmatched in terms of revenue and influence in the US market. The marathon race for Sunday Ticket has dominated sports media conversations over the past year but there is a reason why it has attracted so much interest from observers. Sunday Ticket remains the only domestic broadcast rights up for grabs after the NFL landed 11-year agreements in March 2021 with CBS, ESPN/ABC, Fox, NBC and Amazon worth US$110 billion.Īpple is believed to be seeking more than US$2 billion a season for Sunday Ticket, an uplift from the US$1.5 billion it receives from DirectTV. None of the parties mentioned have commented on the report. However, the most significant development has been the emergence of Google as a serious contender as it looks to bolster YouTube TV. Amazon has more experience as an NFL broadcaster but might not see how it can drive revenue from additional rights and Bob Iger has returned as Disney chief executive at a time when the company is still navigating the shift to direct-to-consumer (DTC). The New York Times adds that the length of negotiations has permitted a shift in the competitive landscape. Previous reports have suggested another reason for the delay has been Apple’s desire for greater flexibility similar to its arrangement with Major League Soccer ( MLS). However, The New York Times says discussions have been protracted as the NFL attempts to bundle in a stake in the league’s media business. NFL Commissioner Roger Goodell had publicly stated his hope a deal would be concluded by the autumn. Apple and MLS: What the US$2.5bn deal tells us about soccer and streaming in the US and beyond ![]()
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