In a move that further deepens the tech industry’s move into streaming live televised sports, the NFL has awarded the rights to its Sunday Ticket package to Google.
The NFL and the Mountain View, Calif.-based company announced Thursday that the package, which gives viewers access to out-of-market network TV broadcasts of the league’s Sunday afternoon games, will be offered as a subscriber product through its YouTube TV streaming service starting in the 2023 season.
“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 Commissioner Roger Goodell said.
The league did not reveal the price for the rights, although reports put the annual figure for Google at $2.5 billion — an increase of $1 billion over what current rights holder DirecTV is paying. Around 2 million DirecTV subscribers currently shell out $300 a year for Sunday Ticket, which the company has offered since 1994.
Google said Sunday Ticket will be available as an add-on service for YouTube TV subscribers. The company did not reveal if the annual price will change. It will also be offered as a stand-alone service on YouTube’s PrimeTime Channels.