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Google Officially Wins NFL Sunday Ticket For YouTube TV

Apple and Amazon were seen as the favorites, but Google/YouTube TV emerged this week as the likely landing spot for NFL Sunday Ticket. Now, it’s official, with the NFL announcing a multi-year partnership with Google that brings Sunday Ticket to YouTube TV and YouTube Primetime Channels.


The National Football League today announced a multi-year agreement with Google granting YouTube TV and YouTube Primetime Channels the right to exclusively distribute NFL Sunday Ticket to consumers in the United States starting with the 2023 NFL season. This strategic partnership will provide fans greater access to NFL Sunday Ticket while tapping into the best of YouTube’s technology and product innovation.


“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.”


“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.”


Starting next season, NFL Sunday Ticket will be available on two of YouTube’s growing subscription businesses as an add-on package on YouTube TV and standalone a-la-carte on YouTube Primetime Channels.


NFL Sunday Ticket has been around since 1994, where it has been on DirecTV. So this is a big change after nearly three decades on satellite. The NFL says that they will work with YouTube to determine additional ways to show live out-of-market games in places like bars and restaurants, so perhaps something can be worked out with DirecTV there.


As part of the partnership, YouTube TV will now also host NFL training camp coverage as well as NFL Kickoff Weekend leading up to the start of each NFL season. Additionally, this agreement is a boost to league revenues and will lead to an increase in the salary cap starting in 2023.


YouTube is the place where most fans watch highlights of players and games, and now the video giant owned by Google will be the place to watch every out-of-market NFL game for the foreseeable future. The deal is reportedly worth about $2 billion per year.


NFL Sunday Ticket is coming to YouTube beginning with the 2023 season.