The distribution agreement beings with the 2023 NFL season
The long-awaited news has finally arrived.
After a year full of speculation, the National Football League has struck a new deal for the distribution of NFL Sunday Ticket with Google. The multi-year deal, which begins at start of the 2023 NFL season, grants exclusive distribution of NFL Sunday Ticket to YouTube TV and YouTube Primetime Channels.
“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. “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.”
NFL Sunday Ticket, which will end a run with DIRECTV that’s existed since 1994, is the out-of-market Sunday regular-season NFL package that delivers all games broadcast on FOX and CBS to fans in the U.S. that are outside of their local broadcast market. Through the deal, consumers will be able to access NFL Sunday Ticket in one of two ways: as an add-on package to a YouTube TV subscription or as a standalone a-la-carte purchase on 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. “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. We’re excited to continue our work with the NFL to make YouTube a great place for sports lovers everywhere.”
YouTube TV is a subscription streaming service that serves as a replacement for a traditional cable package. It includes more than 100 live channels, including local broadcast networks (in most markets). YouTube Primetime Channels is a way for users to subscribe and watch content from other streaming services in the YouTube app.
NFL Sunday Ticket is also a staple of the bars and restaurants industry. The press release announcing the deal stated: “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.”
