Google It: YouTube TV Gets Exclusive Rights To NFL Sunday Ticket In ’23

By Barry Janoff

December 22, 2022: Calling it a “new era of how fans across the United States access, watch and follow the NFL,”  the NFL today unveiled a multi-year agreement with Google giving YouTube TV and YouTube Primetime Channels the right to exclusively distribute NFL Sunday Ticket to consumers in the U.S. starting with the 2023 NFL season.

According to the NFL, “This strategic partnership will provide fans greater access to NFL Sunday Ticket while tapping into the best of YouTube's technology and product innovation.”

Financial terms were not disclosed but could top $2 billion annually, according to industry analysts.

YouTube TV and YouTube Primetime Channels will replace DirecTV, which has carried NFL Sunday Ticket since its inception in 1994 via its satellite service. Through its most recent contract, DirecTV paid $1.5 billion a year in an eight-year contract that expires at the end of this season, according to industry analysts.

The NFL said YouTube “remains an important outlet for NFL fans globally to access NFL content, and this new agreement will see a broader commitment to work together to engage with the NFL's international fan base.

“This will include increased content on the NFL channel, the creation of a NFL International show available on the YouTube platform, and the creation of a creator content program for select top YouTube creators globally.”

The NFL and YouTube also said they would ”determine additional ways to support distribution of NFL Sunday Ticket in commercial establishments such as bars and restaurants.”

Other updated NFL Sunday Ticket product features and functionality will be revealed ahead of the 2023 NFL season.

"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 access, watch and follow the NFL," NFL commissioner Roger Goodell said via the league.

"For a number of years we have been focused on increased digital distribution of our games and this strategic partnership is yet another example of us looking towards the future and building the next generation of NFL fans."

As part of the agreement, YouTube and the NFL said they would “facilitate exclusive access to official content and attendance opportunities for select YouTube Creators at key NFL tentpole events.”

YouTube is now also the presenting sponsor of both Back Together Saturday — the league's official start to training camp when all 32 NFL clubs hold practices with club-led fan events — and NFL Kickoff Weekend, “the first time a league partner will have a presence from the kickoff of the season on Thursday night through the weekend games and Monday night,” according to the NFL.

In 2020, the NFL expanded its partnership with a carriage agreement to bring NFL Network and NFL RedZone to YouTube TV subscribers. Under the expanded relationship, the carriage agreement has been extended.

“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," Susan Wojcicki, YouTube CEO, said via the company.

"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."

The NFL and Google have been partners since the league launched its official NFL channel on YouTube in 2015.

Since then, the NFL said its YouTube channel “has grown to more than 10 million subscribers,” who can access clips, highlights, game-day compilations and exclusive original content series like NFL Follies and Gameday All-Access.

"This partnership will grow our game for future generations and allow them to follow their favorite sport."

Since 2015, the NFL said its presence on YouTube has increased to include channels for all 32 NFL clubs, as well as ten official league channels, including NFL Films, NFL Network and the NFL's Hispanic channel, Mundo NFL.

Since the start of the NFL-YouTube partnership, NFL content on YouTube has generated “billions of views”

"As the ways fans enjoy NFL football evolve in a changing media landscape, partnerships with innovators like YouTube will ensure that more games are available to more fans,” Robert Kraft, owner of the New England Patriots and chairman of the NFL's Media Committee, said via the league.

"This partnership will grow our game for future generations and allow them to follow their favorite sport."

According to the NFL, “Consisting of all out-of-market Sunday regular-season NFL games (based on viewer's location) broadcast on Fox and CBS, NFL Sunday Ticket allows fans in the U.S. the ability to follow all their favorite teams and players no matter where they live.”

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