Apple has long been rumored to be a frontrunner for the streaming rights to the NFL Sunday Ticket package. However, CNBC today reported that “existing restrictions around Sunday Ticket have slowed negotiations between Apple and the NFL in recent months.”
Apple has been among the favorites to land the package, in part because the league already has broadcast deals in place with rival bidders, including Disney and Amazon. A partnership with Apple would allow the NFL to build a relationship with the deepest-pocketed company in the world.
But existing restrictions around Sunday Ticket have slowed negotiations between Apple and the NFL in recent months, according to people familiar with the matter. Talks between the league and potential buyers of Sunday Ticket are continuing, the people said.
Spokespeople for Apple and the NFL declined to comment.
The NFL and Apple, two of the most powerful corporate entities in the world, are used to getting what they want.
Apple isn’t interested in simply acting as a conduit for broadcasting games, according to Eddy Cue, Apple’s senior vice president of services. In June, Apple announced a deal with Major League Soccer to exclusively stream every MLS game beginning in 2023, with no local blackouts or restrictions like we usually see in sports packages with leagues like the NFL.
“For the first time in the history of sports, fans will be able to access everything from a major professional sports league in one place,” said Apple’s services chief Eddy Cue. “It’s a dream come true for MLS fans, soccer fans, and anyone who loves sports. No fragmentation, no frustration — just the flexibility to sign up for one convenient service that gives you everything MLS, anywhere and anytime you want to watch.”
Apple is pushing for this sort of flexibility with the NFL also, such as the freedom to offer games globally. Currently, NFL Sunday Ticket streams all regional NFL games on Sunday afternoons to out-of-market viewers in the U.S. only. The rights are currently held by DirecTV (since 1994) but that deal will end this season. But, DirecTV is apparently not interested in renewing the deal.
The NFL is reportedly seeking a deal for more than $2 billion annually for the Sunday Ticket streaming rights, as well as a minority stake in NFL Media, which manages the NFL Network channel, NFL.com, and more. NFL commissioner Roger Goodell has said a new Sunday Ticket partner will be announced before the end of this year.